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The research aims to determine the directions for developing marketing strategies of state commercial banks based on quantitative metrics for evaluating the effectiveness of the marketing activities of banks adapted for the banking sector. During the research, the author applied the methods of terminological, structural, and logical analysis, analogy, synthesis, system analysis, methods of generalization and grouping, table and graphic methods, economic and statistical methods, and methods of dynamic and logical analysis. The result of this research is the systematization of existing theoretical and methodological approaches to calculating the effectiveness of marketing activities in a bank, as well as the calculation of the author's methodology for assessing the main, innovative, and total effectiveness of marketing activities in leading Russian banks. The methodology for assessing the quantitative indicators of a bank's marketing effectiveness has been improved, which consists of the indicators of the effectiveness of fixed costs for marketing in the bank and considers unforeseen expenses caused by the bank's innovative activity related to challenges of time and digital transformation.

This study aims to draw on the strategy–structure–performance framework to investigate baseline supply chain (BSC) practices as a function of how firms structure logistics and marketing mix activities to achieve market share in the emerging market (EM) supply chain ecosystems.

The authors validate the study’s conceptual framework with survey data collected in two contrasting EM supply chain ecosystems. They include supply chains in EM economies with an advanced logistics/distribution infrastructure such as China and those in economies with poor logistics/distribution infrastructure such as Ghana. The authors use ordinary least squares regression and structural equation modeling analysis to examine the relative market share outcomes of different configurations of logistics-marketing practices (logistics-affordability marketing, logistics-accessibility marketing, logistics-acceptability marketing, logistics-and awareness and full integration into BSC).

Key findings confirm that the integration of logistics with marketing activities into BSC practice is more pervasive in EMs with high logistics performance index, such as China than in firms in EMs with low logistics performance index, such as Ghana. Moreover, the authors confirm that integrating logistics and marketing into BSC generates higher market share performance than logistics- or marketing-only practices in China and Ghana. These differences are driven more by the firm’s strategic orientation than the demands of competitive market conditions.

The study focuses on BSC integration activities in the logistics and marketing functions because researchers have not updated this issue for the past two decades.

The study results provide managers with much-needed empirical evidence of the strategic benefit of BSC integration under different supply chain ecosystems in the EMs.

Linking BSC activities in logistics management and marketing management mix activities within the 4As marketing mix framework provides evidence to support the argument that the 4As marketing mix is an appropriate planning framework for EMs’ unique ecosystems.

The purpose of this paper is to explore the manifestations and the effects of the dispersion of marketing activities (DoMA) in business-to-business (B2B) firms.

To analyze the manifestations and effects of DoMA, an empirical study was conducted in German B2B firms that consisted of a qualitative pre-study and an online questionnaire-based quantitative study.

Findings highlight that there is not “one” DoMA in B2B firms but that the degrees of dispersion differ with respect to various marketing activities. Moreover, a cluster analysis of the firms with respect to the manifestation of their DoMA reveals interesting differences with respect to the relationship between DoMA and the perceived performance of the marketing activities.

This explorative study is one of the first to empirically investigate the extent of DoMA in B2B firms. It shows how different DoMA can be in practice with respect to single marketing activities, as well as firms, and how this impacts the perceived performance of marketing activities.

Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out.

The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey.

The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing-mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources.

The findings have implications for how marketing is practiced and taught and for the future research agenda.

This study considers the functional practices within marketing and clarifies the scope of marketing practice.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

This study has two objectives:(1) to examine impacts of environmental activity, relational marketing, and corporate green image on firm’s competitive performance; and (2) to determine whether relational marketing and corporate green image mediate relationships between environmental activity and firm’s competitive performance. They were data from 375 small and medium enterprises (SMEs) of the food processing industry in Bangkok, Thailand. This study also investigates the relationships between environmental activity, green corporate image, relational marketing, and influences of these factors on firm’s competitive performance. Structural equation modeling (SEM) was used to analyze data. Results reveal significant and positive relationships between environmental activity, green corporate image, relational marketing, and firm’s competitive performance. Moreover, environmental activity, an antecedent variable, indirectly affects a firm’s competitive performance mediated by green corporate image and relational marketing. Therefore, green corporate image and relational marketing can act as mediators between environmental activity and firm’s competitive performance. Findings suggested that firms should focus on improving green corporate image and relational marketing with an appropriate environmental activity strategy to enhance the firm’s competitive performance. Moreover, this study’s result is related to the economics of the environment in terms of cost and benefit. It provides firm’s decision on environmental activity.

Adopting the concept of sustainable development is connected with the necessity of redefining marketing strategies and, as a consequence, should also be reflected in the policies adopted for the individual tools. In this chapter, the sustainability marketing mix is considered with regard to five instruments: product, price, place, promotion and people (5P). The aim of the chapter is to investigate the current state of knowledge in this matter as well as the scope for the implementation of the sustainability marketing concept in small and medium-sized enterprises (SME) in the food and drink sector from an international perspective. The international approach has been adopted to try and find out whether in more highly developed countries sustainability marketing activities are comprehensive and include all the marketing tools; and, on the other hand, whether in less-developed markets sustainability marketing activities are limited to the tools for which the concept of sustainable development can theoretically be implemented the most easily, namely, promotional activities and those targeted at a company’s own employees.

Each of the analysed instruments was described from two angles: in terms of the results obtained for the whole research sample, indicating the countries whose respondents had the highest and lowest values for the specific variables defining each marketing mix instrument and in terms of a comparison of two groups of countries, indicating similarities and differences in the opinions of managers on the use of marketing mix instruments in a sustainable way. The chapter concludes with the results obtained through factor analysis, which made it possible to identify the ways in which SME managers in the food and drink sector define the individual sustainability marketing tools.

This chapter presents the e-marketing practices followed by the micro, small and medium enterprises (MSMEs) in India. It explored the owner-managers perceptions of MSMEs regarding their average expenditures, budget allocations, management, policy, sources of information, return on investment and their desire for formal training on e-marketing activities in future. Data were collected from 253 MSME owner-managers through an e-questionnaire. The researchers found that the majority of the MSME owner-managers allocate a monthly budget for e-marketing initiatives, and they have increased it over the past few years. However, the total expenditure on e-marketing activities is between 1% and 10% of their total marketing budget. These businesses are partly or fully outsourcing search engine optimization (SEO), display advertising and referral marketing, whereas other e-marketing activities are managed in-house. Generally, these MSMEs are not measuring the success of their digital marketing efforts. If they do it, they are not doing it in a professional manner. MSMEs were found to be slow in posting content and engaging their followers on social media. Surprisingly, two-third of the MSMEs that participated in this study did not show any desire to pursue courses in digital marketing. In conclusion, this study puts forward key implications to practitioners as well as to the government agencies that are involved in the promotion of information technology among MSMEs.

Research findings on emerging markets over the last decade indicate that economic reform policies in many developing countries have not only changed the environments of these economies, but also influenced the attitudes of firms towards the marketing concept. This study determines the degree to which marketing activities are practised in foreign and domestic firms in an emerging developing economy and the effects of such practices on business performance. The research instrument comprises five marketing activity components and six performance dimensions. Data were generated from a sample of 200 firms through a self‐administered mail survey. Results of the study reveal that foreign firms perform more marketing activities and perceive all marketing components as important determinants of performance in comparison with their domestic counterparts. To conclude, managerial implications of the findings as well as study limitations and future research directions are discussed.

The purpose of the paper is to present an empirical study that examines the impact of digitalization on informative, strategic and operational marketing activities in manufacturing companies from the entrepreneurial perspective.

A research project was carried out in 205 Italian manufacturing companies by using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis.

The analysis shows the existence of seven clusters of manufacturing companies that differ by the impact of digitalization on marketing activities from the entrepreneurial perspective. Two clusters have a high positive impact of digitalization, primarily on informative and strategic marketing activities. Two clusters are characterized by a low positive impact of digitalization and three clusters perform an intermediate level of digitalization. Furthermore, these groups of clusters differ in terms of the influence of digitalization on customer value.

The small size of the sample and the geographic origin of the companies imply limited generalizability; further research on the topic is thus recommended.

The study suggests that companies should digitalize many key marketing activities to increase marketing effectiveness and customer value. To achieve high levels of digitalization and thus increase their competitiveness, manufacturing companies should consider the importance of relevant technologies and skills.

By focussing on the impact of digitalization on informative, strategic and operational marketing, which has not yet been empirically investigated, the present study reveals many new elements concerning the marketing process in the digital era from the entrepreneur's point of view.