Strategic Marketing Management Influence on Making E-Commerce Promotions

Kalogiannidis Stavros; Foteini A. Kagioglou; Olympia Papaevangelou

doi:10.18535/ijsrm/v10i1.em11

Abstract

The paper has highlighted the impact of strategic marketing management on e-commerce promotions. It has been evident that from the very beginning the world is flooded with a variety of businesses and the objectives are to appeal to the customers with different marketing strategies to entice their attention. A business will generate substantial revenues if the marketing management strategies are influencing its overall productivity. In this regard, this paper accumulates the implications of strategic management and marketing approaches on e-commerce promotion from a number of business ventures in general. An organization can thrive in the competitive market only when the strategic approach developed by the company can be presented in such a way that the audience gets attracted to it and reach for it. In such aspects, drawing their attention through e-commerce promotion is an effective tool to boost sales margins. But most of the time organization faces issues due to unstable or improper development of strategic marketing practices. For the development of a business not only its product or services matter but also the environment, customer, and technology matter play a crucial role. When the issues regarding these attributes are mitigated then only positive impacts arise for the e-commerce promotion of any business.

Keywords

E-commercestrategic marketing managemente-commerce marketingAnsoff Matrixrevenue generationmarket development

References

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[refR-2] Chernev, A. (2019). Strategic marketing management: Theory and practice. Cerebellum Press.Google Scholar ↗

[refR-3] Cooper, R. G. (2019). The drivers of success in new-product development. Industrial Marketing Management, 76, 36-47.Google Scholar ↗

[refR-4] Daries, N., Cristobal-Fransi, E., & Ferrer-Rosell, B. (2020). Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses. Journal of Theoretical and Applied Electronic Commerce Research, 16(3), 542-561.Google Scholar ↗

[refR-5] Dogu, E., & Albayrak, Y. E. (2018). Criteria evaluation for pricing decisions in strategic marketing management using an intuitionistic cognitive map approach. Soft Computing, 22(15), 4989-5005.Google Scholar ↗

[refR-6] Gordini, N., & Veglio, V. (2017). Customers churn prediction and marketing retention strategies. An application of support vector machines based on the AUC parameter-selection technique in B2B e-commerce industry. Industrial Marketing Management, 62, 100-107.Google Scholar ↗

[refR-7] Gregory, G. D., Ngo, L. V., & Karavdic, M. (2019). Developing e-commerce marketing capabilities and efficiencies for enhanced performance in business-to-business export ventures. Industrial Marketing Management, 78, 146-157.Google Scholar ↗

[refR-8] Kalogiannidis, S,. (2021). The Effects of Total Quality Management Practices and Marketing on Performance of SMEs. A Case of Selected Manufacturing Industries, Greece. Business Management and Strategy ISSN 2157-6068, Vol. 12, No. 1, 48 to 62, doi:10.5296/bms.v12i1.17995DOI ↗Google Scholar ↗

[refR-9] Khan, H. U., & Uwemi, S. (2018). Possible impact of e-commerce strategies on the utilisation of e-commerce in Nigeria. International Journal of Business Innovation and Research, 15(2), 231-246.Google Scholar ↗

[refR-10] Loredana, E. M. (2017). The use of Ansoff matrix in the field of business. Annals-Economy Series, 2, 141-149.Google Scholar ↗

[refR-11] Martínez-de-Albéniz, V., Planas, A., & Nasini, S. (2020). Using Clickstream Data to Improve Flash Sales E-effectiveness., 3(2), 1-23.Google Scholar ↗

[refR-12] Maymand, M. M., & Samaeizadeh, A. H. (2017). Explanation of the “Strategic Marketing Management” Model and verification of its impacts on “Increasing the Organizational Profitability”(Case Study: Iranian Textile Industry). Pacific Business Review International, 9, 125-147.Google Scholar ↗

[refR-13] Pogorelova, E., Yakhneeva, I., Agafonova, A., & Prokubovskaya, A. (2016). Marketing Mix for E-commerce. International journal of environmental & science education, 11(14), 6744-6759.Google Scholar ↗

[refR-14] Setiawan, D. V. (2018). The impact of brand image, service quality, and sales promotion on customer repurchase intention through customer satisfaction at Tokopedia in Surabaya (Doctoral dissertation, Widya Mandala Catholic University Surabaya)., 1-11.Google Scholar ↗

[refR-15] Sinha, B. (2018). Strategic Marketing Management: Why to study?. NOLEGEIN-Journal of Leadership & Strategic Management, 30-34.Google Scholar ↗

[refR-16] Stepanova, A., Horbas, I., & Davydova, O. (2017). Practical aspects of strategic marketing management of agricultural enterprises (on the example of MRIYA AGRO HOLDING). Фінансово-кредитна діяльність: проблеми теорії та практики, (2), 221-228.Google Scholar ↗

[refR-17] Sujata, J., Menachem, D., & Viraj, T. (2017). Impact of Flash Sales on Consumers & E-Commerce Industry in India. In Annual International Conference on Qualitative & Quantitative Economics Research (pp. 11-19).Google Scholar ↗

[refR-18] Thomas, V. J., & Maine, E. (2019). Market entry strategies for electric vehicle start-ups in the automotive industry–lessons from tesla motors. Journal of Cleaner Production, 235, 653-663.Google Scholar ↗

[refR-19] Zennyo, Y. (2020). Strategic contracting and hybrid use of agency and wholesale contracts in e-commerce platforms. European Journal of Operational Research, 281(1), 231-239.Google Scholar ↗