Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Role of Strategic Marketing Management Practice In Business Profitability

Author(s): Duba Malicha

The purpose of this review is to explain role of strategic marketing management practice in business profitability. The objectives of this paper are to discuss marketing strategies, use to retain current customers and to increase new customers, to elaborate the factory influence to business efficiency in marketing strategies, to explain the important of branding in marketing strategies and to explain role of marketing strategy in marketing mix performance. Methodology use is systematic review papers. which is based on secondary sources of data from different inquire about publications and unpublished literatures, magazines, Google Scholar, Science Direct, Research Gate, springer and books. Data analysis is Content analysis or meta-analyses. From result of review: positive customer experiences, and ensuring each guest has an excellent experience of marketing strategies use to retain current customers and gain new customers, Price, strategy use, General economic condition, competitors marketing strategies, Distribution system, Location of production facility and the projected life cycle stage are the Factory influence to business efficiency in marketing strategies. The brand position itself by staying on the cutting edge. It is important to continually keep looking for the next best thing. There are always new ideas to borrow or add. The element of marketing strategies wherever includes in 4ps of combine marketing that are product, price, place and promotion. Besides this 4ps, there are also another 3ps which are people, process and physical evidence. This element of mix marketing has a relationship with business profitability. Market requirements and conditions are pertinent to establishing future sales, market share, and profitability, providing innovative strategies for businesses organization. By considering customer, brand image of firm, barriers of business organization and element of marketing mix, strategic marketing management is easily to maximize business profitability.

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