Paper Name Authors Years Aim of research
1. Margarita June Aim of article is to analyze
MARKETING Išoraitė 2016 marketing mix theoretical
MIX aspects. The article
THEORETICAL discusses that marketing
ASPECTS mix is one of the main
objectives of the
marketing mix elements
for setting objectives and
marketing budget
measures. The importance
of each element depends
not only on the company
and its activities, but also
on the competition and
time. All marketing
elements are interrelated
and should be seen in the
whole of their actions.
Some items may have
greater importance than
others; it depends mainly
on the company's strategy
and its activities.
Companies that provide
services - the provision of
services will be a key
element. Article arises
research questions is
marketing mix create
added value for
enterprises. There are
used scientific literature
and analysis methods in
article. An analysis of the
scientific literature, it can
be said that the marketing
mix measures are the
actions and measures
necessary to achieve
marketing goals.
Marketing elements:
product, price, place and
promotion are used for
marketing objectives.
These instruments
operate most efficiently
when all the elements are
combined and working
together.
2. A Critical Dr. 10, This paper offers views on
Outcome of research
Marketing mix - certain
actions and decisions aimed
at the company's goals and
meeting the customer needs.
In these modern times, the
company operates in a
constantly changing
environment. In order to
successfully set up and
remain profitable it is
necessary to provide services
that can meet the needs of
customers. To this end, the
marketing experts who are
constantly monitoring the
environment and its changes
can properly respond and
adapt to them. Businesses
are very important for users,
whose desires should be
satisfied. Satisfaction is
implemented in decisions and
actions related to the 4p
complex elements. This
complex is composed of the
company's variable. The
product - is a marketing
element, covering decisions
and actions related to the
sale of property development
or change. Price - element of
the marketing mix, covering
decisions and actions related
to pricing and variation.
Distribution - this element of
the marketing mix, which
includes decisions and
actions related to the
movement of goods from
producer to consumer.
Sponsorship - actions and
decisions in order to create a
smoother relationship
between the supplier and the
end user.
In this study, we
Review of Madhu Octobe some current and future acknowledged that
Digital Bala r 2018 trends in marketing. The businesses can really benefit
Marketing content is based on recent from Digital marketing such
literature and on what is as search engine optimization
happening in the business (SEO), search engine
world. The paper is based marketing (SEM), content
on secondary data. The marketing, influencer
paper is based on extant marketing, content
literature and internet automation, e-commerce
sources. The various marketing, campaign
articles, researches, marketing, and social media
reports, newspapers, marketing, social media
magazines, various optimization, e-mail direct
websites and the marketing, display
information on internet advertising, e–books, optical
have been studied. We disks and games and are
experience a radical becoming more and more
change in India towards common in our advancing
the digitalization. The technology. Vogus (2011)
consumer is looking and also determined that large
searching more on companies are regarding
internet to find the best social media sites as strategic
deal form the sellers tools and some businesses
around India as compared are even hiring employees to
to traditional or oversee their social media
conventional methods. In pages. Mangold and Faulds
this study, we (2009) recommended that
acknowledged that social media should be
businesses can really regarded as an integral part
benefit from Digital of an organization’s
Marketing such as search integrated marketing strategy
engine optimization (SEO), and should not be taken
search engine marketing lightly.
(SEM), content marketing,
influencer marketing,
content automation, e-
commerce marketing,
campaign marketing, and
social media marketing,
social media optimization,
e-mail direct marketing,
display advertising, e–
books, optical disks and
games and are becoming
more and more common
in our advancing
technology. It is
demonstrated that we all
are connected through
WhatsApp and Facebook
and the increasing use of
 social media is creating
new opportunities for
digital marketers to
attract the customers
through digital platform.
Awareness of consumer’s
motives is important
because it provides a
deeper understanding of
what influences users to
create content about a
brand or store. Digital
marketing is cost effective
and having a great
commercial impact on the
business. Based on this
study, it can further be
argued that knowing
which social media sites a
company’s target market
utilizes is another key
factor in guaranteeing
that online marketing will
be successful. The
effectiveness of Internet
marketing with respect to
different business can be
analysed. The study can
further be extended to
compare the internet
marketing techniques with
specific to various
businesses.
3. Developing Stefan June 21 Based on ongoing The purpose of this paper is
A Framework Klein - 23, research in multi-channel to gain an understanding of
for Multi- 2004 management, we are different multi-channel
Channel proposing a simple strategies and of their
Strategies – taxonomy of multi- alignment with corporate
An Analysis of channel strategies. Cases strategy. We develop a
Cases from from the grocery retail framework for multi-channel
The Grocery industry are not only used strategies (in the sense of
Retail to illustrate four core click & mortar strategies) that
Industry strategies but also to is based on channel
study contingencies for integration and channel
the choice of the domination as classification
respective strategies. criteria. It highlights
Furthermore, the cases alternative roles and relative
are used to analyze the strategic positions which
alignment of corporate online and offline channels
marketing and online can take in distribution
channel strategies. strategies. The framework is

4- Andreas June Aim of this paper was to
Hinterhu 19, identify the current state
ber and 2012 of pricing practices in U.S.
Stephan companies. For this
Liozu purpose, we contacted
the Professional Pricing
Society to conduct
research on its
membership base. To
capture contrasting
perspectives on pricing
within companies, we
narrowed our search
down to businesses with
at least three respondents
at three different
management levels — at
least one respondent from
top management (either a
CEO, managing director or
member of the board of
management), at least
one respondent from
middle management
(either a business unit
manager or a head of a
functional unit), and at
least one respondent from
lower management (a
functional manager). Of
the 36 companies meeting
these criteria, 15 agreed
to participate in this
research project. At least
three interviews were
conducted at each
company. Respondents
included 15 CEOs or top
executives, 18 sales and
marketing managers with
full or partial
responsibility for pricing
and 11 finance and
accounting managers with
decision-making authority.
Seven companies were
small (as defined by the
U.S. Small Business
Administration 2007 size
applied to cases from the
grocery retailing industry.
Research indicates that
differences in price-getting
capabilities reflect a number
of factors: the existence of
pricing rules specifying
maximum discount levels for
any given order size; the
extent to which these rules
and guidelines are actually
followed; the organizational
consequences for not
following these guidelines;
the extent to which sales
personnel have to justify and
ask for approval for deviating
from list prices; the
negotiation skills of sales
personnel; the degree to
which sales associates
understand a customer’s best
available alternative; the
customer’s maximum
willingness to pay and the
differential value to
customers of the company’s
product and service offering;
the existence of clear target
prices before sales personnel
enter into negotiations with
customers; the amount of
pressure (self-imposed or
organizational) that pushes
sales personnel to conclude
unprofitable deals; the self-
confidence to walk away
from unprofitable deals; the
extent of free services
offered to customers to close
a deal; and the systems in
place to monitor and
communicate price
deviations to sales personnel,
marketing managers and
other decision makers
 standards by industry),
having between 50 and
380 employees and eight
were medium-sized, with
between 900 and 2,200
employees. Six companies
(18 interviews) adopted
cost-based pricing, five (14
interviews) used
competition-based
pricing, and four (12
interviews) relied on
customer value-based
pricing
5. The Brand Tom Decem Main aim is to take a
Called You peters ber 18, lesson from the big
2007 brands, a lesson that's
true for anyone who's
interested in what it takes
to stand out and prosper
in the new world of work.
Regardless of age,
regardless of position,
regardless of the business
we happen to be in, all of
us need to understand the
importance of branding.
We are CEOs of our own
companies: Me Inc. To be
in business today, our
most important job is to
be head marketer for the
brand called You
6. From Leslie de 2001 In an environment where
Brand Vision Chernato marketing and brand
to Brand ny management are more
Evaluation critical than ever before,
he widens the argument
by calling for a more
balanced perspective
where the brand needs to
be managed internally, to
ensure that staff (the
Your next step is to cast aside
all the usual descriptors that
employees and workers
depend on to locate
themselves in the company
structure. Forget your job
title. Ask yourself: What do I
do that adds remarkable,
measurable, distinguished,
distinctive value? Forget your
job description. Ask yourself:
What do I do that I am most
proud of? Most of all, forget
about the standard rungs of
progression you've climbed in
your career up to now. Burn
that damnable "ladder" and
ask yourself: What have I
accomplished that I can
unabashedly brag about? If
you're going to be a brand,
you've got to become
relentlessly focused on what
you do that adds value, that
you're proud of, and most
important, that you can
shamelessly take credit for
The book progresses through
the incremental stages of
brand building and
strengthening. It includes
some thought provoking
exercises and debates at the
end of each chapter. The
arguments presented are
well grounded and illustrated
by a wealth of contemporary
 team) are energised and, examples drawn from both
through discussion, share product and service brands.
a consensus on all issues As such this should appeal to
pertaining to the brand a wide audience - students,
and its values and are thus academics and practitioners
more able to fully support will all find rewards within its
the promise made to the pages.
customer and to ensure
the delivery of that
promise.
7.
8.
9.
10.