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Suggests a structured approach to decision making in the context of generating appropriate marketing strategies. The method includes the use of a creative problem‐solving method, brainstorming. Decisions often involve several people and different people may have different viewpoints on the suitability of various strategies which can be pursued. The approach facilitates the sharing of different viewpoints and the bringing together of disparate ideas in the formulation of specific marketing strategies. The approach employs a structured approach to identifying possible strategies using a combination of the “TOWS matrix” and brainstorming. The method has applicability to other areas, where strategy is being formulated.

This paper highlights the usefulness of interpretive methodologies in theorizing over relatively unstructured, dynamic business market strategy issues. It is based on the tenet that interpretive methodologies are appropriate to cope with market strategy formation in dynamic market settings. We argue that in a “context of discovery”, marketing researchers need to uncover new relationships among key dimensions of market strategy and might consider reframing theories. Further, we demonstrate in this paper that interpretive research methods allow for managerial recommendations that are highly contextualized and that lead to more actionable prescriptions. We illustrate the above by reflecting on a concrete research on how companies in a business‐to‐business industry try to reorientate their market strategy. The process of understanding strategic reorientation in business markets should be based on a multiplex of perspectives, such as: multilevel research, fusing content with context and merging theoretical constructs with data and focusing on socially constructed realities.

The purpose of this research is to conduct a theoretical prediction study exploring the effectiveness of different content marketing strategies in expanding the second-hand market for fashion brands, comparing the costs and risks involved in these strategies in practice.

First, the expert interview method is employed to extract the content marketing strategies of the fashion second-hand market. Then, a descriptive space that is able to identify various fashion brand images is established. Then, experts' perceptions of the relationships between content marketing strategies and fashion brand image dimensions are obtained through a subjective evaluation procedure. Data of semantic evaluation were quantified and analyzed using the fuzzy logic method.

When fashion brands expand to the second-hand market, they not only need to focus on improving the individual differentiation of products but also give priority to the quality of products and services and the overall customer experience. Exploring the “social impact strategy” will become an important direction for the development of fashion brands in the future.

The research methodology employed herein exhibits a noteworthy degree of novelty. This study introduces a pioneering theoretical prediction approach utilizing fuzzy logic, marking the inaugural exploration of this emerging and captivating dimension within the context of the study. Simultaneously, the study provides comparative results among content marketing strategies for expanding the fashion second-hand market, offering guidance for market expansion.

This chapter presents a systematic review of over 30 types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer-centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user-generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the “oldest” online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods.

Neuromarketing is a science that can examine human subconscious decisions and activities. The study aimed to investigate the neuropsychological responses of consumers to promotion strategies and the decision to buy sports products, in order to determine the more effective strategy.

An experimental design clarifies whether there is a significant difference between the neuropsychological responses resulting from selective promotional strategies (charity, endorsement, advertising and discount). The authors conducted the research with 40 young adults (20 males and 20 females; age range 25–35 years). The Enobio 20-channel electroencephalograph (EEG) is used to record waves, a two-item questionnaire is used to measure purchasing decisions and self-assessment forms are used to measure arousal and pleasure. Data analysis performed by Friedman's statistical methods and logistic regression using SPSS 22 software.

Based on the alpha wave, the results showed the two charity and endorsement strategies had the highest effect on consumer attentions. The pleasure had the highest value in the discount, and the arousal had the highest value in the charity strategy. Neuropsychological responses also explain a significant percentage of the consumer decision to buy.

Access to research samples is difficult due to the ignorance of the samples as well as the fear of possible harm from imaging and brain scanning methods.

Neuromarketing is a science that can examine human subconscious decisions and activities.

The information obtained neural methods are more accurate than traditional research methods.

This study showed the alpha brainwave (attention), arousal and pleasure explain a significant part of the consumer decision to buy. More scientific data can be obtained through new scientific approaches such as neuromarketing, which has a great impact on understanding consumer behavior. Therefore, marketers and researchers can make their promotional activities more effective in terms of them.

A report on the empirical findings of a research project examining the marketing practices, strategies and organisational characteristics of a sample of 23 banks and other companies in the UK retail financial services market. The better performing companies, which were identified by peer admiration, could be distinguished from the less successful companies by wealthier customers and greater skill at controlling the costs of supplying their services. The implications of these findings for banks and other financial companies are discussed.

The concept of integrated marketing has been recognized as a key factor in marketing literature. Integrated marketing has changed from being a customer-centric system to a customer-facing process and is the past, present, and future of marketing. This type of marketing helps build brand awareness and equity in order for people to know, trust and ultimately choose your brand over competitors. It ensures that a message is communicated via different platforms according to a specific strategy. Integrated marketing has now become more important than ever before and focusing on the customer and their requirements involve a more integrated view with a big emphasis on digital, traditional and the physical world all working together. If practiced properly, integrated marketing approach is a healthy balance that can yield unlimited results beneficial to the organization’s goals. This approach should be practiced not only for one department but also all departments at hotel companies should be included.With that in mind, hotels have begun applying this notion as part of their everyday outreach. Specifically, marketing methods and strategies will vary from hotel to hotel and some significant factors to analyze and research prior to drafting are: property size, management structure, type of ownership and type of hotel (luxury, business, hi-tech, economy, etc.), area demographics and psychographics, as well as the dynamics of the internal and external environment. The need for studying integrated marketing in the hotel context has been emphasized in this research which revealed that marketing strategies are crucial for hotel companies to raise their brand value and equity. In this respect, it is stressed that strategies can shape a positive hotel brand perception within the customer’s mind.

The purpose of this paper is to examine commonly relied upon product sampling strategies, direct‐to‐consumer sampling and event sampling, to determine which method can deliver the greatest return on investment in a variety of situations.

The paper explores information and data collected via case studies in actual programs presented to brands. The trial, sample, and purchase numbers were actual averages from sampling effectiveness studies for these types of programs.

The paper identifies and segments different types of products and the method by which the products are most effectively implemented into trial and sampling programs. ICOM reveals hard statistics on the return on investment of programs utilizing multiple methods of sampling including point‐of‐use, direct mail and event sampling.

Marketers should follow the STEPS outlined in this study to apply the best brand sampling strategy for a given product. Knowledge of targeted consumer base along with careful pre‐event analysis will deliver the best return on investment for a trial campaign.

The paper reveals reasons for a growing shift in corporate budgeted marketing dollars from event marketing to direct consumer product sampling. While event sampling is not always an ineffective or inferior marketing method,the reader can discover methods for a pre‐event return on investment analysis that will reveal the sampling strategy sure to deliver the most “bang” for the marketing “buck”.

The purpose of this paper is to explore the means for enhancing the image and business legitimacy of a socially discredited industry – pawnbroking in pre-1949 China – are explored. Previous studies suggest companies operating within such industries cannot solely rely on hard marketing strategies “to maximize sales and profits as they do with soaps and shoes” (Davidson, 2003, p. 7). Instead, they must find soft strategies for improving company and industry image and legitimacy.

This research relies on qualitative analysis of historical data and documents.

Soft strategies deployed by Chinese pawnbrokers – such as interpretations, moral value advocacies and institutionalized arrangements – contributed substantially to improving pawnbroking’s image and business legitimacy.

Interconnections among ethical values, image, business legitimacy and select marketing strategies are clarified. The efficacy of historically analyzing previously implemented business strategies and their embedding contexts is discussed.

Strategies Chinese pawnbrokers used to mitigate their previously negative image and boost their business legitimacy suggest strategies current socially disapproved companies can use to improve their image and business legitimacy.

A historical analysis of pre-1949 Chinese pawnbroking can suggest soft marketing strategies for overcoming consumers’ negative company and industry impressions.

The long interview is an intensive questioning of informants selected for their special knowledge, experiences and insights (or ignorance) of the topic under study. The objectives of the long interview include learning the thinking, feeling, and doing processes of the informants, including an understanding of the informants' worldviews of the topic under study in their own language. The chapter compares the strengths and weaknesses of the long interview to other primary data collection methods. The chapter describes a research application of the long interview in integrated marketing. The study was designed to (a) learn about the rich complexities in the lives of household gardeners buying and using seeds plants after responding to direct marketing appeals and (b) resolve two conflicting “theories-in-use” of how and why different customer types purchase products. These competing theories were proposed by different executives in the firm sponsoring the study. The development and critical testing of competing theories-in-use are described. This chapter reports a study to learn the behavior of five customer types. The results include thick descriptions of the processes of buying and using seeds and plants purchased through direct marketing offers and store visits.