Stakeholders in the Implementation of a Sustainable Marketing Strategy

2019 ◽  
pp. 81-104
Author(s):  
Edyta Rudawska
Keyword(s):  
Marketing Strategy ◽  
Sustainable Marketing

scholarly journals MAPPING SEASCAPES TOURISM DESTINATION IN INDONESIA

2018 ◽  
Vol 1 (1) ◽  
pp. 71-80
Author(s):  
Ismayanti Ismayanti
Keyword(s):  
Marketing Strategy ◽  
Brand Awareness ◽  
Quality Level ◽  
Competitive Advantages ◽  
Market Penetration ◽  
Tourism Destination ◽  
Loyal Customer ◽  
Expansion Stage ◽  
Sustainable Marketing ◽  
Tourist Infrastructure

This research was to map prospective seascapes tourism destination. As results, some challenges occurred in seascapes destination development. Thus, it can be concluded that main activities of seascapes tourism are: cruising, yachting, surfing, leisure fishing and watersport activities i.e. Jet skiing. The development of seascapes tourism destination falls into: (1) Pioneering phase takes place in new-found attraction that it is recently built and has potential tourists; (2) Expansion stage occurred in areas that already exist with certain service quality level and loyal customer; (3) Improvement phase, the area is mature and ready-visit; and (4) Revitalization for saturated destination. It was recommended that marine infrastructure and tourist facilities such as: floating pontoons and dinghy-jetty, FB establishment and toilet must be constructed. Brand awareness and market penetration are created. Evaluations on existing activities and attractions as well as maintenance of infrastructure, networking and hard-selling act were needed. Sharpen competitive advantages, sustainable marketing strategy; maintain loyalties of tourist, infrastructure and facilities as well as networking are a must. Feature of attraction and activities should be modified, re-adjustment based on tourist’s preference and re-orientation on networking when destination reach revitalization phase.

scholarly journals Sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe

2017 ◽  
Vol 15 (2) ◽  
pp. 288-300 ◽  
Author(s):  
Africa Makasi ◽  
Krishna Govender
Keyword(s):  
Marketing Strategy ◽  
Structural Equation ◽  
National Policy ◽  
Modern Technology ◽  
Marketing Strategies ◽  
The Body ◽  
Equation Modeling ◽  
Sustainable Marketing ◽  
Research Findings ◽  
New Perspective

This article provides a new perspective on sustainable marketing strategies in the context of a globalized clothing and textile (C&T) sector in Zimbabwe by linking two diverse streams of literature, namely, globalization and marketing strategy. A quantitative approach was adopted to obtain data from 127 respondents using a two-stage cluster sample. Structural Equation Modeling (SEM) confirmed three of four hypothesized relationships, namely that integrated co-alliances, modern technology and national policy impact the sustainability of clothing and textile sector in Zimbabwe. The adoption of a standardized marketing strategy characterized by uniform application of the marketing mix elements with minor modifications will have a significant impact on the capacity of the C&T sector to withstand the adverse effects of globalization. The research extends the body of existing knowledge on marketing strategy in the context of globalization of Zimbabwe’s C&T sector, and argues empirically for a new approach to developing and implementing competitive marketing strategies. The research findings will enable companies in the C&T sector of a developing economy to craft competitive marketing strategies, which incorporate internal company capabilities and technology, and also recognize the role of national policy in the globalization discourse.

SUSTAINABLE MARKETING STRATEGY - THE WAY TO GAIN PROFITS ON INTERNATIONAL MARKETS

2018 ◽  
Author(s):  
Saša Virijević Jovanović ◽  
◽  
Vesna Pijevac ◽  
Vesna Filipović ◽  
◽  
...  
Keyword(s):  
Marketing Strategy ◽  
International Markets ◽  
Sustainable Marketing ◽  
The Way

scholarly journals Should Polytechnics Rely Solely on International Agents to Recruit International Students? A Case Study in New Zealand

2017 ◽  
Vol 9 (6) ◽  
pp. 14
Author(s):  
Shaohua Yang ◽  
M. Akhtaruzzaman
Keyword(s):  
Higher Education ◽  
New Zealand ◽  
International Students ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Policy Implications ◽  
Tertiary Institutions ◽  
Deductive Method ◽  
Sustainable Marketing ◽  
Visa Application

The aim of this paper is to investigate whether polytechnics should rely solely on international agents to recruit international students or not. To analyse the use of agents to recruit international students by tertiary institutions in New Zealand, this study attempts to find effectiveness and shortcomings of using international agents as a marketing strategy in recruiting international students. Though marketing strategies of marketing higher education is not new to the Anglo-Saxon countries (UK, US, and Australia), however, such marketing strategies of tertiary institutions in New Zealand have not been examined empirically. Deductive method of research was adopted and a total of 150 international students who studied at undergraduate and postgraduate level in a polytechnic in the Bay of Plenty in New Zealand participated in the research. The empirical findings of the research suggest that most international students relied on international agents for visa application and for enrolment process. A significant concern that a large proportion of the international students pointed to is the information mismatch between the promises by the agents and the reality that the international students faced here in New Zealand. It is suggested that relying solely on international agents to recruit international students might not be a sustainable marketing strategy for the tertiary institutions and other marketing strategies needs to be explored as well. Several policy implications in marketing strategy of higher education are also suggested in this study. 

scholarly journals Sustainable marketing strategy under globalization: a comparison between p-KIBS and t-KIBS sectors

2020 ◽  
Vol 74 ◽  
pp. 01003
Author(s):  
Veronika Bumberova ◽  
Lucie Kanovska
Keyword(s):  
Marketing Strategy ◽  
Empirical Evidence ◽  
Service Industry ◽  
The European Union ◽  
Business Services ◽  
Firm Level ◽  
Pricing Policy ◽  
Level Data ◽  
Sustainable Marketing ◽  
Knowledge Intensive

The recognition of the relevance of knowledge-intensive business services (KIBS) is becoming especially acute in the European Union and even more important for many emerging economies. The objective of this paper is to explore what are the differences in marketing strategy to sustain the competitiveness of KIBS in the local and global markets in the last five years. In addition, this research compares what are the differences between the technology-based (t-KIBS) and professional-based (p-KIBS) business services. The empirical evidence is based on quantitative and firm-level data gathered through an email questionnaire which yielded 128 qualified responses from the small enterprises in Czech Republic. The analysis is based on descriptive statistics and non-parametric tests to compare the differences between the two groups of enterprises. The empirical evidence displays a diversity between t-KIBS and p-KIBS in usage of marketing policy such as pricing policy, brand or company presentation as well as the markets they operate on in the last five years. The research contributions of this study are twofold. First, the results have implications for managers involved in business development of service industry and second, results could be useful for government efforts to support the development (export) activities of KIBS as a heterogeneous category.

BUILDING SUSTAINABLE MARKETING SUCCESS THROUGH SOCIETAL MARKETING STRATEGY

2014 ◽  
Vol 14 (3) ◽  
pp. 39-58
Author(s):  
Chotika Chimngamsert ◽  
Pratanporn Jhundra-indra ◽  
Saranya Raksong
Keyword(s):  
Marketing Strategy ◽  
Sustainable Marketing
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