scholarly journals Sustainable development in marketing strategy

2021 ◽  
pp. 83-95
Author(s):  
Atanaska Reshetkova
Keyword(s):  
Sustainable Development ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Marketing Mix ◽  
Marketing Management ◽  
Strong Impact ◽  
Economic Aspects ◽  
A Company ◽  
Corporate Level

Marketing strategy is an important part of every business strategy because it is crucial in attaining marketing goals and to grant the overall success of a company. Broadly speaking, marketing strategy allows to define the long-term marketing goals of a firm and what needs to be done in order to achieve these goals. This provides a set of planned steps to bring the marketing mix into the desired state to achieve the overall business goal. In this sense, the marketing strategy is never created independently based on the corporate level strategy. Marketing management has evolved over the past decade to become customer-cantered, and it continues to change along with consumers. It is not surprising that the concept of sustainable development (SD) has left its footprints on marketing strategy, as today it has strong impact on the consumer’s mind and behaviour. Managers face the challenge of incorporating the main dimensions of sustainability into the marketing strategy—environmental, social and economic aspects. The main goal of this chapter is to explain how SD is integrated with marketing.

scholarly journals A Thought on Applicability of Sun Tzu’s Strategy on Marketing Strategy

2020 ◽  
Vol 2 (1) ◽  
pp. 38
Author(s):  
Fenny Widyani Hartanto ◽  
Maria Yoshephine Dwi Hayu Agustini
Keyword(s):  
Marketing Strategy ◽  
Business Strategy ◽  
Military Strategy ◽  
Sun Tzu ◽  
Art Of War ◽  
Chinese Military ◽  
The Military ◽  
A Company

Sun Tzu’s strategy is actually an art of war used by Chinese military under Sun Tzu to win the war. Its application has been widespread beyond the military strategy. It has also been adopted for business strategy. This manuscript is to examine applicability of Sun Tzu’s strategy on marketing. In particularly it examines if Sun Tzu’s strategy can be applied as marketing strategy. Review manuscripts in related topics and a case study on a company are the method for the examination. The result indicates that Sun Tzu’s strategy is applicable in marketing and can be related with specific marketing terms.

scholarly journals SME Managers’ Perceptions of Sustainable Marketing Mix in Different Socioeconomic Conditions—A Comparative Analysis of Sri Lanka and Poland

2020 ◽  
Vol 12 (24) ◽  
pp. 10659
Author(s):  
Magdalena Kowalska
Keyword(s):  
Sustainable Development ◽  
Sri Lanka ◽  
Business Environment ◽  
Marketing Mix ◽  
Socioeconomic Conditions ◽  
Developed Country ◽  
The Social ◽  
Market Requirements ◽  
Sustainable Marketing

Current changes in the business environment mean that the pursuit of economic development—without accounting for social welfare and environmental constraints—is replaced by the concept of sustainable development. Enterprises, in order to meet market requirements, adopt sustainable marketing as part of their strategy to provide long-term benefits in the social, economic, and environmental dimensions. The article aims to assess the differences in the use of marketing mix tools (5P) according to the concept of sustainable development in countries with different socioeconomic conditions. The empirical study was based on 262 questionnaires conducted among small and medium-sized enterprises (SMEs) operating in two different countries, i.e., 150 companies operating in Poland (as an example of a developed country) and 112 in Sri Lanka (as an example of a developing country). The obtained results show that there are statistically significant differences between the analyzed markets in terms of implementing sustainable marketing tools. The results allow us to conclude that the sustainable marketing mix activities are significantly more important for SEM managers in Sri Lanka than in Poland.

scholarly journals Biodiversity Offsets Can Be a Valuable Tool in Achieving Sustainable Development Developing a Holistic Model for Biodiversity Offsets That Incorporates Environmental, Social and Economic Aspects of Sustainable Development

2019 ◽  
Vol 12 (5) ◽  
pp. 65 ◽  
Author(s):  
Linda J Abdo ◽  
Annabeth Kemp ◽  
Grey Coupland ◽  
Sandy Griffin
Keyword(s):  
Sustainable Development ◽  
End Of Life ◽  
Current Literature ◽  
Best Practice ◽  
Economic Aspects ◽  
Holistic Model ◽  
Contentious Issue ◽  
Biodiversity Offsets

The interpretation and use of biodiversity offsets in planning and development is a contentious issue because they rarely encompass each of the environmental, social and economic aspects of sustainable development. While currently agreed best practice for biodiversity offsets includes consideration of scope, scale, location, timing and duration, and monitoring, current literature on these components does not consider all aspects of sustainable development. Furthermore, much of the current agreed best practice focusses on the design of biodiversity offsets, without consideration of ongoing management or end-of-life. This manuscript reviews current best practice for biodiversity offsets, giving consideration to the environmental, social and economic aspects of sustainable development. In particular, we report that consideration of cost and risk is key and the use of planning frameworks, bonds and advanced offsets could mitigate these risks and allow for long-term success. Following this approach, a holistic model for design, implementation and ongoing management of direct biodiversity offsets that balances all aspects of sustainable development is presented.

scholarly journals The Importance of Marketing Strategy for Creating and Maintaining Goodwill for Construction Companies

2021 ◽  
Vol 6 (2) ◽  
pp. 21-26
Author(s):  
Radek Radek ◽  
Helena Hanusova ◽  
Zuzana Lipovska
Keyword(s):  
Marketing Strategy ◽  
Construction Industry ◽  
Technological Changes ◽  
Significant Deterioration ◽  
Construction Companies ◽  
Internal Accounting ◽  
The Cost ◽  
Market Construction ◽  
A Company

If a company wants to have a long-term presence on the market, it must have a long-term marketing strategy. It should respect the expected technical, technological and socio-economic development. All these factors are clearly manifested in the construction industry. Construction activities are specific in that their products are for long-term use and financially demanding for the investor. The underestimation of trends, technological changes and investor requirements leads to loss of clients and a significant deterioration in the economic situation. Creating a marketing strategy to keep it on the market can prevent these problems. In construction it means estimating trends and shaping a marketing strategy. This activity is very demanding and costly. It leads to the creation of Goodwill and its focus and is an integral part of the company’s assets. If is the marketing strategy insufficient or wrong, it will result in the loss of Goodwill and therefore clients in the market. Construction companies needs to build Goodwill and record it as part of the company’s property. Goodwill is also part of internal accounting. This is where the cost of marketing will take place, not only in terms of costs. There is a need for companies to deliberately choose the methods through which they will express the value of Goodwill.

scholarly journals Marketing campaigns and sustainability issues

2021 ◽  
pp. 175-179
Author(s):  
Atanaska Reshetkova
Keyword(s):  
Sustainable Development ◽  
Critical Thinking ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Strong Impact ◽  
Marketing Managers

The concept of sustainable development has left its footprints on marketing strategy and, today, it has strong impact on the consumer’s mind and behaviour. Globally, consumers are focusing their preferences towards products and brands implementing different innovations to promote sustainability. Marketing managers face the challenge of incorporating the main dimensions of sustainability—environmental, social, and economic, into their strategies. These cases are intended to encourage critical thinking of readers regarding issues related to sustainability marketing strategies and campaigns.

scholarly journals Studies regarding the importance of management decisions in ensuring authentic financial sustainability

2020 ◽  
Vol 208 ◽  
pp. 03051
Author(s):  
Gabriela Ignat ◽  
Lilia Șargu ◽  
Haralambie Athes ◽  
Teodor Bivol ◽  
Anelisse Bivol Nigel
Keyword(s):  
Development Strategy ◽  
Financial Risk ◽  
Bank Loans ◽  
Financial Sustainability ◽  
Strong Impact ◽  
Managerial Decisions ◽  
Increased Risk ◽  
Accounting Principle ◽  
A Company

In an economic environment with a perpetually increasing number and complexity of challenges, financial sustainability must be part of the development strategy of any company, emphasizing the good management of the patrimonial resources on the long term. The financial sustainability of a company is actually the ability to generate value with the help of a correct balance between investments and sources of financing. Simultaneously, within a company, the emphasis will be on the vigor of the accounting principle of continuity in long-term operations. Therefore, at the level of each company, managers are faced with challenges related to managerial decisions that would ensure financial sustainability. In Romania most of these companies are financed by bank loans, which leads to a lack of liquidity, which in turn triggers an increased risk of inability to make payments. In a company, financing sources have a strong impact on the liquidity risk, and, therefore, the higher the share of the equity in the company’s total financing sources, the lower the financial risk. The results of our research are relevant for providing useful information in managing the activities of companies. wineries and more. Correct and timely information can help a company to optimize its resources and, in addition, to perform a correct analysis. The aim of our research was to make a diagnosis based on documentation of financial sustainability and the factors that influence it. The case study was conducted at a wine company in Tulcea County, Romania, namely SC Alcovin SRL Măcin.

scholarly journals Role of CSR in Corporate Long Term Survival and Long Term Sustainable Development - A Research on Nalco, Odisha

2019 ◽  
Vol 8 (6S3) ◽  
pp. 1752-1759
Keyword(s):  
Sustainable Development ◽  
International Society ◽  
Business Strategy ◽  
Brand Value ◽  
Term Survival ◽  
Long Term Survival ◽  
Assembly Method ◽  
Commercial Enterprise

CSR is a business strategy that works in a world where brand value and reputation are increasingly seen as an organization's most valuable asset. It can build the loyalty and trust that ensure a bright sustainable future. In our complicated, international society, partnerships have become grade by grade apparent. these agencies aren't made a decision on their effects but on their conduct as properly. therefore CSR have to have become a essential piece of each a part of commercial enterprise lifestyles and this acquires improvement budgetary execution, builds profitability, higher danger and emergency the board, increased specialist obligation, extraordinary individuals of the own family with government and networks, upgraded brand clearly well worth and notoriety this brings to lengthy haul staying power and affordable development to the corporation. primarily based on these, this investigation is under taken to recognise whether or now not CSR exercising of Nalco has affected on the long haul staying energy and supportable development of the company, the exam implemented organized ballot and assembly method to collect the data from the respondents. The exam has applied chi rectangular method to check theories and both the non-obligatory idea are mentioned and check uncovers that additives of CSR exercise of the agency effects on lengthy haul patience and maintainable improvement of the enterprise. as a result, there may be a requirement for NALCO prepared in Odisha to improve the CSR workout and revealing it usually.

scholarly journals Zarządzanie marketingowe przedsiębiorstwem

2016 ◽  
pp. 84-95
Author(s):  
Eugeniusz Michalski
Keyword(s):  
Information Technology ◽  
Marketing Strategy ◽  
Swot Analysis ◽  
Relevant Information ◽  
Marketing Mix ◽  
Marketing Management ◽  
Value Based Management ◽  
The World ◽  
Economic Trends ◽  
The Impact

The main goal of this article is to present how the new conception of marketing mix affects delivering value to customers and benefit an enterprise. The task of marketing management is to make the good and service available when a customer is ready to buy it. An enterprise needs timely, accurate and relevant information on customers, competitors and new socio-economic trends in the country and the world. The analysis of marketing management paradigm and creation of value based management were carry out. Next, the concept of marketing strategy and SWOT analysis were under consideration. Lastly, the impact of information technology on marketing management were described.

scholarly journals PROPOSED MARKETING STRATEGY FOR TOURISM USING VIRTUAL REALITY (VR) DURING COVID-19 (STUDY CASE: LABUAN BAJO)

2021 ◽  
Author(s):  
Cindy Claudia Tamarin ◽  
◽  
Neneng Nurlaela Arief ◽  
Agnesia Candra Sulyani ◽  
◽  
...  
Keyword(s):  
Virtual Reality ◽  
Marketing Strategy ◽  
Business Strategy ◽  
Large Scale ◽  
Marketing Mix ◽  
Tourism Marketing ◽  
Tourism Sector ◽  
Quantitative Data Analysis ◽  
Study Case ◽  
The Government

One of the factors in the development of culture and natural resources in Indonesia is the tourism sector. This is sought to help improve and improve the community’s economy by opening employment opportunities and developing areas that have the potential as tourism hotspots, one of which is the Komodo National Park in Labuan Bajo. However, due to the outbreak of the SARS- COVID-19 virus, the government came up with a policy to stop economic activity in the tourism sector to prevent the spread of the virus by implementing Large-Scale Social Restrictions (PSBB). This paper aims to propose a tourism marketing strategy during the COVID-19 period by using Virtual Reality (VR) technology as a market research requirement for the TelkomGroup. This paper used a mix of methods to collect and test the data to prove the hypothesis including an External Analysis (PESTEL and Consumer Analysis) and Internal Analysis (STP or Segmentation, Targeting, Positioning and 4P Marketing Mix). The formulation of the business strategy used in this study was the Lean Canvas Business Model. Qualitative data was obtained from quantitative data analysis, which was in turn obtained by conducting interviews and collecting data surveys from a total of 360 respondents. The research resulted in a proposed marketing strategy for tourism for the COVID -19 period and beyond in the form of an STP and marketing mix, as well as its implementation through the introduction of VR. Therefore, by providing this recommendation, it is hoped that it can be a point of reference to promote and increase the interest of tourists again to support the “Pesona Indonesia” programme.

scholarly journals PENGARUH STRATEGI GREEN MARKETING TERHADAP PILIHAN KONSUMEN MELALUI PENDEKATAN MARKETING MIX

2021 ◽  
Vol 16 (2) ◽  
pp. 105-114
Author(s):  
Feriandy Feriandy
Keyword(s):  
Marketing Strategy ◽  
Significant Influence ◽  
Consumer Choice ◽  
Random Sampling ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Green Marketing ◽  
Entire Population ◽  
A Company

Green Marketing Strategy is a one-way marketing strategy flow that is made to direct someone to buy theproduction produced by the company. Consumer Choice through the marketing mix approach is a reference to thesuccess of a company in providing its services to consumers. The purpose of this research is to find out whether thereis an effect of Green Marketing Strategy on Consumer Choicethrough the Marketing Mix Approach at PT. AskotamaInti Nusantara.“The sampling technique used in this study the author uses the Random Sampling technique(Randomly on All Consumers) where each member of the population has the same opportunity to be selected as theoverall sample, but the sample in this study is the entire population that is sampled .“The results obtained thatpartially and simultaneously there is a positive and significant influence betweenthe Green Marketing Strategy onConsumer Choices Through the Marketing Mix Approach.“Keywords: GreenMarketing Strategy and Consumer Choice Through the Marketing Mix Approach.

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