Search results
1 – 10 of over 1000This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are…
Abstract
This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product's marketing strategy. Marketing strategy development is a dynamic process impacted by many factors. This chapter highlights the dynamic nature of this process as well as provides insight into the fundamental considerations in strategy formulation.
This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are…
Abstract
This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product’s marketing strategy. Marketing strategy development is a dynamic process that is impacted by many factors. This chapter highlights the dynamic nature of this process as well as providing insight as to the fundamental considerations in strategy formulation.
Details
Keywords
Anestis Fotiadis, Claudel Mombeuil and Nataša Slak Valek
Main purpose of this chapter is to broaden current knowledge of marketing plan design and implementation. In this context, main scope is to explain why marketing planning is a…
Abstract
Purpose
Main purpose of this chapter is to broaden current knowledge of marketing plan design and implementation. In this context, main scope is to explain why marketing planning is a crucial managerial function and procedure for tourism business ventures.
Methodology/approach
Literature review combined with examples and a case study is the methodological approach of this chapter.
Findings
This chapter presents the main components of a marketing plan and it explains in a practical way with simple steps how marketing objectives can be set up and how monitoring and evaluation can be developed.
Research limitations/implications
Although the study is not completely theoretical, as it has several practical examples and a case study, it still is based on literature review.
Practical implications
Tourism businesses have to develop marketing plans to help them cope with the market’s dynamism. In this chapter, we present the main elements of a marketing plan. SMEs usually are unable on focusing on long-term goals since they have significant time constraints. This chapter explains which procedure business should follow to achieve smart objectives set by entrepreneur/manager with limited resources.
Originality/value
This chapter presents the main elements that should be taken into consideration before starting to design a marketing plan, as well as its components. Additionally, a very interesting case study is presented to illustrate a real-time example of successful implementation of a marketing plan by a tourism enterprise.
Details
Keywords