Content marketing strategy and its impact on customers under the global market conditions

The marketing world is a dynamic and constantly changing environment that never stagnates. The purpose of this paper is to decide, based on the analysis of presented issue, how important is global marketing strategy for communication with customers. Presented paper consists of four parts, the first part of paper focuses on theoretical aspects of global content marketing. The second part focuses on methods of data collection that are needed to perform analysis and it is also the base for the fourth part of paper. The third part of paper focuses on the results of analysis, which used Spss program and discussions. In the results and discussion section, we used t-test of the mean values of the two dependent variables. The fourth part consists of conclusion, most appropriate ways and recommendations for development of global marketing strategy in the global market. The result of this paper is comprehensive overview of how global content marketing strategy can be used to influence user interests and how important is in communication with customers. It uses methods of statistical analysis, comparative methods and also synthesis and other methods of formal logic

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Strategic Marketing Issues for an Emerging Market Firm to go Global

International Business Research ◽

10.5539/ibr.v10n6p35 ◽

2017 ◽

Vol 10 (6) ◽

pp. 35

Author(s):

Nagasimha Balakrishna Kanagal

Keyword(s):

Emerging Markets ◽

Marketing Strategy ◽

Success Factors ◽

Emerging Market ◽

Global Market ◽

Strategic Marketing ◽

Global Marketing ◽

Moderating Factors ◽

Global Marketing Strategy ◽

Emerging Market Firms

Emerging markets, as of recent times, are going through phases of liberalization towards market economies, increasing privatization, and are witnessing an emphasis of emerging markets’ governments towards globalization. There has been a rise in the contribution of emerging market firms to the economies of emerging markets. A study with a purpose to conceptualize strategic marketing issues for an emerging market firm to go global is significant, given that success in overseas marketing ventures is critical to sustain the phases of globalization. The challenge is to enter, obtain market share, and sustain in advanced economies and other emerging markets. This paper attempts to address the conceptualization and the challenge. The method of the study is to (i) define strategic marketing, outline and distinguish the different types of firms marketing overseas – international, multinational, and transnational / global; and (ii) analyze using extant literature, the aspects and issues of global entry and implementation of global marketing strategy. The study, post analysis, conceptualizes and postulates three moderating success factors, wherein consideration of these factors will aid the emerging market firm in improving its performance (i) acculturation processes in global businesses; (ii) achievement of global marketing synergies; and (iii) the importance of overcoming global negatives. Given that conditions for global entry and implementing global marketing strategy are met, and the three success moderating factors are addressed, the study recognizes that it is necessary to address the competitive forces in the global environment to be able to obtain an optimal share of the market. The study includes a discussion based on an in-depth interview with a leading garment exporter in Bangalore, India, to understand global entry and global marketing strategy implementation. In conclusion, it can be stated that that (i) an explicit process to address global negatives is required to overcome the perceptual gap of emerging market firms on deliverables; (ii) explicit attention to the achievement of global market synergies has to be given by global marketing strategists.

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The GMS: A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance

Journal of Marketing ◽

10.1509/jmkg.66.4.40.18519 ◽

2002 ◽

Vol 66 (4) ◽

pp. 40-56 ◽

Cited By ~ 378

Author(s):

Shaoming Zou ◽

S. Tamer Cavusgil

Keyword(s):

Firm Performance ◽

Marketing Strategy ◽

Conceptual Model ◽

Market Performance ◽

Global Market ◽

Global Marketing ◽

Business Units ◽

Fundamental Relationship ◽

Managerial Implications ◽

Global Marketing Strategy

Despite the strong interest in global marketing, there is no consensus in the literature about what constitutes a global marketing strategy and whether it affects a firm's global market performance. The authors develop a broad conceptualization of global marketing strategy, the GMS, that integrates three major perspectives—namely, the standardization, configuration–coordination, and integration perspectives—of global marketing strategy. They also develop a conceptual model that links the GMS to a firm's global market performance. On the basis of a survey of business units competing in global industries, the authors find support for the broad GMS perspective and the fundamental relationship between the GMS and firms' global market performance. The authors also discuss theoretical and managerial implications of their findings.

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