Comprehensive marketing management for competitive advantage
DOI:
https://doi.org/10.59651/digital.v16i1.267Keywords:
Management, Strategy, Marketing, ExcellenceAbstract
Marketing management is a fundamental aspect of the business world that plays a role in designing, implementing, and evaluating marketing strategies to achieve competitive advantage. This process involves analyzing consumer needs and wants, market segmentation, product positioning, and developing an effective marketing mix strategy. This article discusses the basic concepts of marketing management, marketing strategies, and the challenges faced in the digital era. The research method used is a literature study from various academic and practical sources. This method involves collecting, analyzing, and synthesizing information from various academic and practical sources. Academic sources include scholarly journals, reference books, and peer-reviewed research publications. The discussion covers market segmentation, marketing mix, consumer behavior, and modern marketing trends such as digital marketing and personalization. The discussion in this study covers various key aspects of marketing management, starting with market segmentation, which is the process of grouping consumers based on certain characteristics such as demographics, psychographics, and behavior, in order to develop more effective marketing strategies. The conclusion of this article highlights the importance of adapting marketing strategies to technological developments and market dynamics.
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