innovation based marketing strategy. The position taken here suggests that firms operating within a competitive industry tend to …

and preferred values. The oyster promotions such as nutritional marketing of oysters that have low cholesterol, cooking …

development. The ability to conceptualise and integrate the 8Ps of marketinginto a coherent Extended Marketing Mix (MM) strategy … focused on optimising customer value propositions, there remains evidence ofsystematic Thana-marketing strategies in the … firms return on investment.This paper seeks to explore the Thana-Marketing Mix, which is defined here as the systematic …

Coopers' success lies in the niche marketing strategies it has employed strategies which emphasise the company's unique … large. Practical implications For managers, the case provides clear indications of the various successful niche marketing …

, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance …

sample of 180 marketing executives in Australia. Findings Organisations with a strong innovative culture appear to recognise …

other product categories. Practical implications An important finding that is beneficial to marketing practitioners in China … highly involved consumers leading to an overall more positive attitude. Marketing initiatives with status building objectives …

major research focus in marketing. However, there has been little focus simultaneously on industry environment and internal …'s marketing-related capability development through their strategic responses to their perception of the environment. This paper … and marketing capabilities. Market learning will assist in the process of building superior marketing capabilities. Both …

, integrated marketing communications (IMC) has been identified as the 'new frontier' for effective differentiation. Research … IMC functions of gathering, analysing and disseminating key marketing information throughout the network of firms. This …