Zamzam Abdelazim

Strategic marketing - blog entry

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  • Zamzam Abdelazim

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Marketing refers to the actions that elevate customer value by motivating them to purchase the organisation's products or services (Kusumadewi, 2019). An organisation with strong capabilities must exhibit strong marketing capacities to effectively introduce its offerings to new markets (Lee and Falahat, 2019). Marketing strategies are part of an organisation's corporate strategy, which refers to the set of choices an organisation makes to develop and capture value across its business over time. As corporate strategy essentially drives financial performance (Sull et al., 2018), effective marketing strategies must be selected to ensure the organisation's attainment of objectives and long-term success.

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