The key role of marketing strategies: effectiveness within a developing economy

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Organizational success depends on efficient performance in a variety of areas and functions. Marketing is undoubtedly one of the most significant. It showcases a firm’s products and services and aims to develop positive perceptions toward them in consumers’ minds. Development and implementation of effective marketing strategies is therefore imperative. Such strategies must address the needs and requirements of target markets, ensure that any strategy is appropriate to the market environment where it is utilized and play to the strengths of the company’s resources and competences. Until recently, marketing strategies have been almost exclusively confined to developed markets. But the impact of globalization has resulted in competition becoming the norm in many emerging economies too.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2016), "The key role of marketing strategies: effectiveness within a developing economy", Strategic Direction, Vol. 32 No. 7, pp. 11-13. https://doi.org/10.1108/SD-04-2016-0057