Thesis On Marketing Strategies

Thesis On Marketing Strategies-1
Through marketing strategy implementation firms employ scarce resources through marketing capabilities in order to attain the set goals and targets.In order to illustrate the value of marketing strategy and the process of implementation a detailed literature review was performed.

Through marketing strategy implementation firms employ scarce resources through marketing capabilities in order to attain the set goals and targets.In order to illustrate the value of marketing strategy and the process of implementation a detailed literature review was performed.

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A successful marketing dissertation will say something useful about the marketing industry today.

"Exploring the Value and Process of Marketing Strategy: Review of Literature." Journal of International Business Research and Marketing 2, no.2 (2016): 7-18.

The literature also suggests there is a relationship of marketing strategy, and marketing mix elements on organizational performance, and emphasizes a further need to perform conceptual and empirical studies.

The originality and value of the review lies in the fact that marketing strategy has been analyzed both in terms of its outcomes and as a process that does not yield satisfactory results without effective implementation.

Therefore inconsistent results of empirical research works and limited research contexts confirm that the link between standardization/adaption decisions of international marketing strategy and company performance are a topical object of scientific research (Ryans, Griffith, White, 2003, Theodosiou, Leonidou, 2003).

International marketing solutions become particularly relevant for enterprises that operate in a global business environment and that look for survival or business development opportunities.

However, despite the importance of international marketing strategy for company performance, the number of scientific research works that analyse the mentioned link is limited, and results of the research works are contradictory (Katsikeas, Samiee & Theodosiou, 2006.).

By conducting etailed literature review we will explore the concept of marketing strategy discussing its value, consequently creating foundation for a conceptual model and empirical study.

A total of (Number of Studies Depending On the References Count, After Employee Deletion) studies on the topic of marketing strategy have been examined.

The meta-analysis uncovers two distinct but related features to marketing strategy content: marketing strategy decisions and marketing strategy decision implementation.


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