Abstract
This chapter discusses advanced marketing-mix, which consists of basic, extended functional, and design elements besides various peripheral elements supporting the marketing-mix for developing appropriate marketing strategies. Advanced marketing-mix comprising various nonconventional elements that are groundbreaking for the marketing organizations in making the right marketing decision across geo-demographic consumer segments. The discussions in this chapter deliver core knowledge and skills for understanding decision metrics, and developing suitable marketing strategies to gain competitive leverage. This chapter also discusses entry strategies for the companies, which are exploring new markets for driving business growth.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Bassi, L., & McMurrer, D. (2007). Maximizing Your Return on People. Harvard Business Review,85(3), 115–123.
Berman, B. (2016). Planning and Implementing Effective Mobile Marketing Programs. Business Horizons,59(4), 431–439.
Bertini, M., & Gourville, J. T. (2012). Pricing to Create Shared Value. Harvard Business Review,90(6), 96–104.
Chari, M. D. R., Luce, K., & Thukral, I. (2017). Mastering the Market Intelligence Challenge. MIT Sloan Management Review,58(2), 41–49.
Comstock, B., Gulat, R., & Liguori, S. (2010). Unleashing the Power of Marketing. Harvard Business Review,88(10), 90–98.
Cross, R. G., & Dixit, A. (2005). Customer-Centric Pricing: The Surprising Secret for Profitability. Business Horizons,48(6), 483–491.
Dass, M., & Kumar, S. (2014). Bringing Product and Consumer Ecosystems to the Strategic Forefront. Business Horizons,57(2), 225–234.
Dawar, N., & Bagga, C. (2015). A Better Way to Map Brand Strategy. Harvard Business Review,93(6), 90–97.
Dhebar, A. (2016). Bringing New High-Technology Products to Market: Six Perils Awaiting Marketers. Business Horizons,59(6), 713–722.
Dowling, G. R. (2006). Communicating Corporate Reputation Through Stories. California Management Review,49(1), 82–100.
Farmer, N. (2012). Packaging and Marketing, in Packaging Technology (pp. 87–105). Cambridge, UK: Woodhead Publishing.
Ferrell, L., & Ferrell, O. C. (2012). Redirecting Direct Selling: High-Touch Embraces High-Tech. Business Horizons,55(3), 273–281.
Flores, F., Letelier, M. F., & Spinosa, C. (2003). Developing Productive Customers in Emerging Markets. California Management Review,45(4), 77–103.
Gills, W. E., & Combs, J. (2009). Franchisor Strategy and Firm Performance: Making the Most of Strategic Resource Investments. Business Horizons,52(6), 553–561.
Hermann, P., & Nadkarni, S. (2014). Managing Strategic Change: The Duality of CEO Personality. Strategic Management Journal,36(9), 1318–1342.
Indounas, K. (2006). Making Effective Pricing Decisions. Business Horizons,49(5), 415–424.
Kanter, R. M. (2011). How Great Companies Think Differently. Harvard Business Review,89(11), 66–78.
Kohli, C., & Suri, R. (2011). The Price Is Right? Guidelines for Pricing to Enhance Profitability, Business Horizons,54(6), 563–573.
Lewis, A., & McKone, D. (2016). Edge Strategy: A New Mindset for Profitable Growth. Boston, MA: Harvard Business School Press.
Lichtenthaler, U. (2007). Drivers of Technology Licensing: An Industry Comparison. California Management Review,49(4), 67–89.
Majid, I., Nayik, G. A., Dar, S. M., and Nanda, V. (2016). Novel Food Packaging Technologies: Innovations and Future Prospective. Journal of the Saudi Society of Agricultural Sciences, in press. https://doi.org/10.1016/j.jssas.2016.11.003.
Maruca, R. F. (1999). Retailing: Confronting the Challenges That Face Bricks-and-Mortar Stores. Harvard Business Review,77(4), 159–168.
Meyer, P. (2002). Proven Strategies for New Market Mastery. Business Horizons,45(3), 6–10.
Moon, Y. (2005). Break Free from the Product Life Cycle. Harvard Business Review,83(5), 86–94.
Noble, C. H., & Kumar, M. (2008). Using Product Design Strategically to Create Deeper Consumer Connections. Business Horizons,51(5), 441–450.
Orit, G., Philip, L., & Till, V. (2007). Battle in China’s Good-Enough Market. Harvard Business Review,85(9), 80–89.
Panagopoulos, N. G., & Avlonitis, G. J. (2010). Performance Implications of Sales Strategy: The Moderating Effects of Leadership and Environment. International Journal of Research in Marketing,27(1), 46–57.
Raghubir, P., Inman, J. J., & Grande, H. (2004). Three Faces of Consumer Promotions. California Management Review,46(4), 23–42.
Rajagopal (2010). Sales Dynamics: Thinking Outside the Box, Hauppauge, New York: Nova Science Publishers Inc.
Rajagopal (2013). Managing Social Media and Consumerism: The Grapevine Effect in Competitive Markets. Basingstoke, UK: Palgrave Macmillan.
Rajagopal (2016). Innovative Business Projects: Breaking Complexities, Building Performance (Vol. 1). Fundamentals and Project Environment. New York: Business Expert Press.
Rajagopal, A. (2018). Relationship Between Employee Mobility and Organizational Creativity to Improve Organizational Performance: A Strategic Analysis, In Rajagopal and R. Behl (Eds.), Business Governance and Society: Analyzing Shifts, Conflicts, and Challenges. New York: Palgrave Macmillan.
Rajagopal & Rajagopal, A. (2011). Product Strategy and Six Sigma: Challenges, Convergence and Competence. Hauppauge, NY: Nova Science Publishers.
Shapiro, B. P. (1985). Rejuvenating the Marketing Mix. Harvard Business Review,63(5), 28–34.
Simon, H., Bilstein, F. F., & Luby, F. (2006). Optimize Your Marketing Mix to Capture the Highest Additional Profit. Boston, MA: Harvard Business School Press.
Slater, S. F., Olson, E. M., & Hult, G. T. M. (2010). Worried About Strategy Implementation? Don’t Overlook Marketing’s Role. Business Horizons,53(5), 469–479.
Suarez, F. F., & Lanzolla, G. (2005). Half-Truth of First-Mover Advantage. Harvard Business Review,83(4), 121–127.
Tikko, S. (1996). Assessing the Franchise Option. Business Horizons,39(3), 78–82.
Tsai, S. P. (2005). Integrated Marketing as Management of Holistic Consumer Experience. Business Horizons,48(5), 431–441.
Willianson, P. J., & Zeng, M. (2009). Value-for-Money Strategies for Recessionary Times. Harvard Business Review,87(3), 66–74.
Younge, K. A., Tong, T. W., & Fleming, L. (2015). How Anticipated Employee Mobility Affects Acquisition Likelihood: Evidence from a Natural Experiment. Strategic Management Journal,36(5), 686–708.
Zeithaml, V. A., Rust, R. T., & Lemon, K. N. (2001). Customer Pyramid: Creating and Serving Profitable Customers. California Management Review,43(4), 118–142.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2019 The Author(s)
About this chapter
Cite this chapter
Rajagopal (2019). Advanced Marketing-Mix. In: Contemporary Marketing Strategy. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-11911-9_5
Download citation
DOI: https://doi.org/10.1007/978-3-030-11911-9_5
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-11910-2
Online ISBN: 978-3-030-11911-9
eBook Packages: Business and ManagementBusiness and Management (R0)