NAVIGATING MARKET SHIFTS: AN EXPLORATION OF INNOVATIVE STRATEGIES IN RESPONSE TO DYNAMIC CONSUMER LANDSCAPES - A COMPREHENSIVE REVIEW OF MARKETING MANAGEMENT AND CONSUMER BEHAVIOR THEORIES
Keywords:
innovation, marketing management, consumer behavior, adaptive strategies, dynamic market landscapes, evolving consumer behaviors.Abstract
In the dynamic realm of contemporary marketing, the ability to swiftly adapt to shifting market dynamics stands as a cornerstone for sustainable success. This comprehensive literature review delves deeply into the pivotal role played by innovation in formulating adaptive strategies capable of meeting the evolving demands of fluctuating consumer behaviors and market trends. Drawing upon a vast array of research findings in marketing management and consumer behavior theories, this paper meticulously synthesizes crucial insights to shed light on the most effective approaches for navigating the complexities of dynamic market landscapes. By meticulously scrutinizing the intricate interplay among innovation, marketing strategies, and consumer preferences, this review identifies vital patterns and illuminates actionable strategies for businesses aspiring to survive and thrive in an ever-changing marketplace characterized by rapid transformations. Through its comprehensive analysis and synthesis of the latest research, this review offers invaluable perspectives and strategic directions for businesses seeking to remain agile and responsive in the face of the continuous evolution of consumer behaviors and market dynamics.
References
Aksoy, L., Buoye, A., Aksoy, P., Larivière, B., & Keiningham, T. L. (2013). A cross-national investigation of the satisfaction and loyalty linkage for mobile telecommunications services across eight countries. Journal of Interactive Marketing, 27(1), 74-82.
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Pearson Australia.
Bartholomew, D. E., Newman, C. M., & Newman, L. M. (2021). A snapshot of the marketing capstone course at US-based AACSB schools. Marketing Education Review, 31(1), 26-40.
Bell, E., Bryman, A., & Harley, B. (2022). Business research methods. Oxford University Press.
Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of Marketing, 67(1), 14-28.
Christensen, C. M. (2013). The innovator's dilemma: when new technologies cause significant firms to fail. Harvard Business Review Press.
Creswell, J. W. (2009). Research designs. Qualitative, quantitative, and mixed methods approaches.
Davenport, T. H., & Harris, J. G. (2007). Competing on analytics: the new science of Winning. Language, 15(217p), 24cm.
Fader, P. S., & Hardie, B. G. (2007). How to project customer retention. Journal of Interactive Marketing, 21(1), 76-90.
Fan, T., Golder, P. N., & Lehmann, D. R. (2023). New Products Research. In THE HISTORY OF MARKETING SCIENCE (pp. 551-593).
Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207.
Füller, J., Mühlbacher, H., Matzler, K., & Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26(3), 71-102.
Grewal, D., & Roggeveen, A. L. (2017). Nordf€ alt, J.(2017), "The future of retailing." Journal of Retailing, 93(1), 1-6.
Grönroos, C., & Voima, P. (2013). Critical service logic: making sense of value creation and co-creation. Journal of the academy of marketing science, 41, 133-150.
Hadrian, P., Milichovský, F., & Mráček, P. (2021). Strategic control in marketing management relates to measuring marketing performance: sustainability, 13(7), 3887.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45, 377-401.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2018). Research note—A cross-national investigation of the satisfaction and loyalty linkage for mobile
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Reinartz, W., Thomas, J. S., & Kumar, V. (2018). Balancing acquisition and retention resources to maximize customer profitability. Journal of Marketing, 82(1), 44-63.
Rogers, E. M., Singhal, A., & Quinlan, M. M. (2014). Diffusion of innovations. In An integrated approach to communication theory and research (pp. 432-448). Routledge.
Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment: current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
Smith, A. N., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of interactive marketing, 26(2), 102-113.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE © 2023 by Adisam Publisher is licensed under CC BY-SA 4.0
