Effective marketing management is a key factor for achieving a competitive advantage in modern enterprises operating within a globalized and digitally integrated business environment. Its efficiency depends on a combination of strategic planning, innovation, digital transformation, customer relationship management (CRM...
This study seeks to examine The Role of Sustainable Marketing Strategies through (Customer-oriented marketing, Customer value marketing, Innovative marketing, Mission-driven marketing, and Social marketing) in Enhancing Strategic Performance through (Financial Perspective, Customer Perspective, Internal Processes Per...
This study aims to analyze the influence of marketing strategy, product innovation, and operational efficiency on sales performance, with market conditions serving as a mediating variable at PT Inti Prima Rasa. The study is motivated by the company's sales performance decline in 2024, which was influenced by changing m...
This study investigates the entrepreneurial strategies used by aesthetic entrepreneurs in Limpopo Province in order to enhance the sustainability and profitability of their businesses, focusing on the innovative approaches they adopt to enhance their market presence in the province. The study employed qualitative resea...
Marketing management in contemporary enterprises requires the integration of multiple functions in order to achieve sustainable competitive advantage in a digitally transformed business environment. This paper proposes an integrated marketing management model that combines brand management, content marketing, an omnich...
This paper examines the marketing approaches that family-run enterprises in Nigeria are using and assesses the power of their strategies in connecting with target audiences. Using a qualitative approach incorporating multiple cases and semi-structured interviews with a total of 25 family business owners in Lagos, Ab...
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