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18 10:24 AM

REVIEW OF RELATED LITERATURE

Exploring the Value and Process of Marketing Strategy

Marketing strategy represents a key element of success for organizations. Executing

an effective marketing strategy was just as important as conceptualizing and
creating it. Through marketing strategy implementation firms employ scarce
resources through marketing capabilities in order to attain the set goals and
targets. In order to illustrate the value of marketing strategy and the process of
implementation a detailed literature review was performed. A total of (Number of
Studies Depending On the References Count, After Employee Deletion) studies on the
topic of marketing strategy have been examined. The meta-analysis uncovers two
distinct but related features to marketing strategy content: marketing strategy
decisions and marketing strategy decision implementation. The literature also
suggests there is a relationship of marketing strategy, and marketing mix elements
on organizational performance, and emphasizes a further need to perform conceptual
and empirical studies. The originality and value of the review lies in the fact
that marketing strategy has been analyzed both in terms of its outcomes and as a
process that does not yield satisfactory results without effective implementation.
(Nashwan Mohammed Abdullah Saif and Wang Aimin, 2016)