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Through marketing strategy implementation firms employ scarce resources through marketing capabilities in order to attain the set goals and targets.In order to illustrate the value of marketing strategy and the process of implementation a detailed literature review was performed.
Therefore inconsistent results of empirical research works and limited research contexts confirm that the link between standardization/adaption decisions of international marketing strategy and company performance are a topical object of scientific research (Ryans, Griffith, White, 2003, Theodosiou, Leonidou, 2003).
International marketing solutions become particularly relevant for enterprises that operate in a global business environment and that look for survival or business development opportunities.
A successful marketing dissertation will say something useful about the marketing industry today.
"Exploring the Value and Process of Marketing Strategy: Review of Literature." Journal of International Business Research and Marketing 2, no.2 (2016): 7-18.
In order to achieve a satisfactory and adequate marketing strategy which has a positive outcome on global and overall firm success, the marketing department within a company should bear in mind all the different marketing mix strategies that can influence the comprehensive result and the cumulative firm success.
When launching a product into foreign markets companies can use a conventional marketing mix or adapt the existing marketing mix, to satisfy the country they are carrying out their business activities in.Marketing, to some may seem like an unusual topic to write a dissertation on because it is a complicated topic that can be covered from a variety of angles.In many ways however- this also makes it an ideal dissertation publication topic because there is so much research;including case studies that you can look at.If you want to come up with your own unique dissertation topic for your marketing paper, try to contemplate a unique angle for a popular topic of discussion.For example, What are some of the more popular marketing concepts being examined today?However, despite the importance of international marketing strategy for company performance, the number of scientific research works that analyse the mentioned link is limited, and results of the research works are contradictory (Katsikeas, Samiee & Theodosiou, 2006.).By conducting etailed literature review we will explore the concept of marketing strategy discussing its value, consequently creating foundation for a conceptual model and empirical study.Marketing strategy is a significant driving force that distinguishes the success of many organizations not only by well-developed marketing strategies outlining where, when, and how the firm will compete but also by their ability to execute the marketing strategy decision options chosen (e.g. The appropriate and effectively implemented marketing strategies are required to productively guide the deployment of the limited available resources via the firm’s marketing capabilities in pursuit of desired goals and objectives (Black and Boal 1994; Varadarajan and Clark 1994).The literature reveals two distinct but related features to marketing strategy content: marketing strategy decisions and marketing strategy decision implementation.Latterly more attention is given to the link between international marketing strategy and company performance in scientific literature on the subject of international marketing (Samiee, Roth, 1992; Cavusgil, Zou, 1994; O’Donnell, Jeong, 2000; Katsikeas, Samiee & Theodosiou, 2006, Solberg, Durrieu, 2008; Shilke, Reiman, Thomas, 2009).Company performance is one of the most important aspects when assessing the suitability of certain strategies (Jain, 1989).