Pub Date : 2023-06-30DOI: 10.46286/msi.2023.18.2.2
Mukhriddin Kilichov, František Olšavský
In recent years, the tourism industry has encountered substantial challenges due to the pandemic, economic and political circumstances. Nevertheless, sustainable development frameworks can enhance the sector’s resilience and generate social, economic, and environmental advantages for the destination’s populace. Achieving this necessitates developing the destination under a coherent, content-rich brand, implementing precise marketing strategies, and promoting stakeholder collaboration. This research surveyed approximately 200 accommodation facilities in Bukhara, Uzbekistan, a prominent Central Asian tourism destination and a significant component of the Silk Road legacy. The study aimed to investigate their perceptions of the Silk Road brand, involvement in sustainable development initiatives, collaboration with the public sector, and the status of their service offerings. Based on the results, the paper concludes and offers specific recommendations.
{"title":"Sustainable tourism development: Insights from accommodation facilities in Bukhara along the silk road","authors":"Mukhriddin Kilichov, František Olšavský","doi":"10.46286/msi.2023.18.2.2","DOIUrl":"https://doi.org/10.46286/msi.2023.18.2.2","url":null,"abstract":"In recent years, the tourism industry has encountered substantial challenges due to the pandemic, economic and political circumstances. Nevertheless, sustainable development frameworks can enhance the sector’s resilience and generate social, economic, and environmental advantages for the destination’s populace. Achieving this necessitates developing the destination under a coherent, content-rich brand, implementing precise marketing strategies, and promoting stakeholder collaboration. This research surveyed approximately 200 accommodation facilities in Bukhara, Uzbekistan, a prominent Central Asian tourism destination and a significant component of the Silk Road legacy. The study aimed to investigate their perceptions of the Silk Road brand, involvement in sustainable development initiatives, collaboration with the public sector, and the status of their service offerings. Based on the results, the paper concludes and offers specific recommendations.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"96 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124807789","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.46286/msi.2023.18.2.4
Lucia Kočišová, P. Štarchoň
In the digital era, social media has emerged as a powerful marketing tool, revolutionizing the way businesses interact with consumers. As social media platforms continue to evolve, it is crucial for marketers to effectively measure and analyze their efforts. This article explores the significance of marketing metrics in the realm of social media, highlighting the key metrics used to evaluate marketing campaigns and their impact on business success. Through an in-depth analysis of various marketing metrics, this article provides insights into optimizing social media strategies for enhanced customer engagement, brand awareness, and return on investment. The primary objective of this article is to delve into the significance of marketing metrics in the realm of social media. By examining various marketing metrics and their relevance in evaluating social media campaigns, this article aims to provide marketers with insights on how to optimize their strategies and achieve desired outcomes. The scope of this article encompasses a comprehensive analysis of key marketing metrics, including reach and impressions, engagement metrics, conversion metrics, customer satisfaction metrics, brand awareness metrics, and influence and authority metrics. This article is based on a thorough review of existing literature, industry reports, case studies, and expert opinions on marketing metrics in social media. Primary and secondary sources were consulted to gather information on the various metrics used in social media marketing and their impact on business success. The analysis and insights presented in this article are derived from a synthesis of the available knowledge and experiences shared by marketing professionals and researchers in the field of social media marketing. By exploring the importance of marketing metrics in the context of social media, this article aims to equip marketers with the necessary knowledge and tools to make data-driven decisions, optimize their social media strategies, and achieve meaningful results.
{"title":"The role of marketing metrics in social media: A comprehensive analysis","authors":"Lucia Kočišová, P. Štarchoň","doi":"10.46286/msi.2023.18.2.4","DOIUrl":"https://doi.org/10.46286/msi.2023.18.2.4","url":null,"abstract":"In the digital era, social media has emerged as a powerful marketing tool, revolutionizing the way businesses interact with consumers. As social media platforms continue to evolve, it is crucial for marketers to effectively measure and analyze their efforts. This article explores the significance of marketing metrics in the realm of social media, highlighting the key metrics used to evaluate marketing campaigns and their impact on business success. Through an in-depth analysis of various marketing metrics, this article provides insights into optimizing social media strategies for enhanced customer engagement, brand awareness, and return on investment. The primary objective of this article is to delve into the significance of marketing metrics in the realm of social media. By examining various marketing metrics and their relevance in evaluating social media campaigns, this article aims to provide marketers with insights on how to optimize their strategies and achieve desired outcomes. The scope of this article encompasses a comprehensive analysis of key marketing metrics, including reach and impressions, engagement metrics, conversion metrics, customer satisfaction metrics, brand awareness metrics, and influence and authority metrics. This article is based on a thorough review of existing literature, industry reports, case studies, and expert opinions on marketing metrics in social media. Primary and secondary sources were consulted to gather information on the various metrics used in social media marketing and their impact on business success. The analysis and insights presented in this article are derived from a synthesis of the available knowledge and experiences shared by marketing professionals and researchers in the field of social media marketing. By exploring the importance of marketing metrics in the context of social media, this article aims to equip marketers with the necessary knowledge and tools to make data-driven decisions, optimize their social media strategies, and achieve meaningful results.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"61 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116595221","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.46286/msi.2023.18.2.1
Matouš Haicl
This paper aims to present brand seduction as a crucial element for success in marketing nowadays. The author endeavors to define brand seduction to be usable in marketing research. The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. This coding process results in three identified dimensions of seduction (interaction, irrationality, and ireality). Afterward, this concept was empirically tested through qualitative research methods. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.
{"title":"Brand seduction as a tool for brand's success: Conceptualizing the term","authors":"Matouš Haicl","doi":"10.46286/msi.2023.18.2.1","DOIUrl":"https://doi.org/10.46286/msi.2023.18.2.1","url":null,"abstract":"This paper aims to present brand seduction as a crucial element for success in marketing nowadays. The author endeavors to define brand seduction to be usable in marketing research. The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. This coding process results in three identified dimensions of seduction (interaction, irrationality, and ireality). Afterward, this concept was empirically tested through qualitative research methods. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122395015","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-30DOI: 10.46286/msi.2023.18.2.3
Meenakshi Handa, Ronika Bhalla
The purpose of the study is, in the first part, to identify and categorize the various guidelines recommended in the extant literature on adapting marketing strategies to handle the challenges posed by economic and other sustained environmental crises across markets. These strategies and initiatives have then been organized into themes. In the second part, the study aims to use these themes as a backdrop to examine the marketing strategies and innovations that marketers in India have used to cope with the disruptions caused by the Corona virus pandemic. The learnings from this research will be a distilled set of recommendations that organizations, especially those operating in emerging markets, could consider in the future in response to such challenging times. This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during various recessionary times, particularly during the Covid-19 pandemic. It underscores the importance of marketing strategies in managing crises. It points to select innovative strategies that marketers can pursue to deal with the challenges posed by future economic downturns and support their survival. These strategies will help them protect their brand value and market positioning while maintaining their relationship with customers. Besides, since the study has adopted a broad perspective in analysing the strategies, these marketing tactics can be applied by a wide range of industries such as hospitality, tourism, fast-moving consumer durables, e-commerce, etc. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.
{"title":"Marketing strategies in response to tough times – lessons from India during a global crisis","authors":"Meenakshi Handa, Ronika Bhalla","doi":"10.46286/msi.2023.18.2.3","DOIUrl":"https://doi.org/10.46286/msi.2023.18.2.3","url":null,"abstract":"The purpose of the study is, in the first part, to identify and categorize the various guidelines recommended in the extant literature on adapting marketing strategies to handle the challenges posed by economic and other sustained environmental crises across markets. These strategies and initiatives have then been organized into themes. In the second part, the study aims to use these themes as a backdrop to examine the marketing strategies and innovations that marketers in India have used to cope with the disruptions caused by the Corona virus pandemic. The learnings from this research will be a distilled set of recommendations that organizations, especially those operating in emerging markets, could consider in the future in response to such challenging times. This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during various recessionary times, particularly during the Covid-19 pandemic. It underscores the importance of marketing strategies in managing crises. It points to select innovative strategies that marketers can pursue to deal with the challenges posed by future economic downturns and support their survival. These strategies will help them protect their brand value and market positioning while maintaining their relationship with customers. Besides, since the study has adopted a broad perspective in analysing the strategies, these marketing tactics can be applied by a wide range of industries such as hospitality, tourism, fast-moving consumer durables, e-commerce, etc. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114154739","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-30DOI: 10.46286/msi.2023.18.1.1
N. Parkhomenko
The purpose of the article is to determine the sequence of stages for the development of the city's international branding strategy. To achieve the goal, the world practice of forming well-known city brands was studied and city brand models were formed. Approbation of the procedure for developing an international brand strategy was carried out on the example of the city of Kharkiv, one of the largest cities in Ukraine. The combination of experiment and interview made it possible to evaluate the brand of the city of Kharkiv. Based on the SWOT-analysis, the strengths and weaknesses of the development of the city brand, as well as the prospects for brand positioning were revealed. Practical recommendations are given to improve the strategy for the development of international branding of the city based on the use of a spectrum of offline and online branding tools.
{"title":"Process of developing the international city branding strategy: Case study city of Kharkiv.","authors":"N. Parkhomenko","doi":"10.46286/msi.2023.18.1.1","DOIUrl":"https://doi.org/10.46286/msi.2023.18.1.1","url":null,"abstract":"The purpose of the article is to determine the sequence of stages for the development of the city's international branding strategy. To achieve the goal, the world practice of forming well-known city brands was studied and city brand models were formed. Approbation of the procedure for developing an international brand strategy was carried out on the example of the city of Kharkiv, one of the largest cities in Ukraine. The combination of experiment and interview made it possible to evaluate the brand of the city of Kharkiv. Based on the SWOT-analysis, the strengths and weaknesses of the development of the city brand, as well as the prospects for brand positioning were revealed. Practical recommendations are given to improve the strategy for the development of international branding of the city based on the use of a spectrum of offline and online branding tools.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128113797","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-30DOI: 10.46286/msi.2023.18.1.3
F. Kurbanov
This article deals with the analysis of various factors that impact the consumer behavior of museum visitors with an aim to build an effective marketing strategy that will help to expand the museum audience. The author proposes to divide them into two main categories: socio-demographic factors and factors of value orientations that form personal motives. The survey using questionnaire method was conducted in order to identify the importance of each category in the decision-making process. It showed the connection between frequency of the museum visits and family history of going to museums, as well as the fact that visitors are coming to the museum in order to satisfy some of their personal motives. Thus, the importance of value orientations that form personal motives was identified and its consideration when building a viable marketing strategy for museums was proposed.
{"title":"A study of the consumer behavior as the key to expanding the museum audience","authors":"F. Kurbanov","doi":"10.46286/msi.2023.18.1.3","DOIUrl":"https://doi.org/10.46286/msi.2023.18.1.3","url":null,"abstract":"This article deals with the analysis of various factors that impact the consumer behavior of museum visitors with an aim to build an effective marketing strategy that will help to expand the museum audience. The author proposes to divide them into two main categories: socio-demographic factors and factors of value orientations that form personal motives. The survey using questionnaire method was conducted in order to identify the importance of each category in the decision-making process. It showed the connection between frequency of the museum visits and family history of going to museums, as well as the fact that visitors are coming to the museum in order to satisfy some of their personal motives. Thus, the importance of value orientations that form personal motives was identified and its consideration when building a viable marketing strategy for museums was proposed.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114192783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-30DOI: 10.46286/msi.2023.18.1.2
M. Bohdalová, Miriama Křížková
Marketing companies use the market response to price products, determine advertising expenditures, forecast sales or prepare and test the effectiveness of various marketing plans and campaigns. Predictions of future traffic for online marketing campaigns can be based on data analysis and market response models. Mathematical models have become the main tools for marketing decision-making. The main goal of this paper is to describe and show how to use behavioral modelling of potential customers in online marketing campaigns. In addition to the basic ARMA model for short-term website traffic forecasting, we evaluate the TBATS and Prophet models. Both models comprehensively capture seasonal and holiday fluctuations. More specifically we show how time series modelling can be incorporated into the evaluation of online marketing campaign traffic forecasts for marketing agency clients.
{"title":"Short-term and seasonal time series models for online marketing campaigns","authors":"M. Bohdalová, Miriama Křížková","doi":"10.46286/msi.2023.18.1.2","DOIUrl":"https://doi.org/10.46286/msi.2023.18.1.2","url":null,"abstract":"Marketing companies use the market response to price products, determine advertising expenditures, forecast sales or prepare and test the effectiveness of various marketing plans and campaigns. Predictions of future traffic for online marketing campaigns can be based on data analysis and market response models. Mathematical models have become the main tools for marketing decision-making. The main goal of this paper is to describe and show how to use behavioral modelling of potential customers in online marketing campaigns. In addition to the basic ARMA model for short-term website traffic forecasting, we evaluate the TBATS and Prophet models. Both models comprehensively capture seasonal and holiday fluctuations. More specifically we show how time series modelling can be incorporated into the evaluation of online marketing campaign traffic forecasts for marketing agency clients.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"112 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124127443","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-30DOI: 10.46286/msi.2023.18.1.4
A. Zafar, Musa Mazhar, Yahya Sultan Ijaz
This study focuses on the application of marketing principles for higher education institutions (HEIs) in Pakistani universities. The study begins with a review of the current marketing practices in the higher education sector and analyzes the challenges faced by HEIs in attracting and retaining students. The research methodology includes a mix of qualitative and quantitative data collection techniques such as surveys and interviews with stakeholders. Based on the findings, marketing – recommendations are proposed that includes segmentation of target audiences, identification of unique selling propositions, development of communication channels, and implementation and evaluation of the marketing plan. It incorporates the use of digital marketing tools, such as search engine optimization and social media marketing, to increase HEIs's visibility and brand awareness. The final recommendations of the study suggest implementing certain marketing suggestions to ensure the successful execution of the marketing plan. These suggestions include the creation of a specialized marketing team, providing training to both staff and faculty members, and regularly monitoring and evaluating the efficacy of the marketing efforts. By implementing these marketing suggestions, HEIs can achieve its enrollment and revenue targets while also improving its image as a premier educational institution in Pakistan.
{"title":"Application of marketing principles for HEIs: A perspective of Pakistani universities","authors":"A. Zafar, Musa Mazhar, Yahya Sultan Ijaz","doi":"10.46286/msi.2023.18.1.4","DOIUrl":"https://doi.org/10.46286/msi.2023.18.1.4","url":null,"abstract":"This study focuses on the application of marketing principles for higher education institutions (HEIs) in Pakistani universities. The study begins with a review of the current marketing practices in the higher education sector and analyzes the challenges faced by HEIs in attracting and retaining students. The research methodology includes a mix of qualitative and quantitative data collection techniques such as surveys and interviews with stakeholders. Based on the findings, marketing – recommendations are proposed that includes segmentation of target audiences, identification of unique selling propositions, development of communication channels, and implementation and evaluation of the marketing plan. It incorporates the use of digital marketing tools, such as search engine optimization and social media marketing, to increase HEIs's visibility and brand awareness. The final recommendations of the study suggest implementing certain marketing suggestions to ensure the successful execution of the marketing plan. These suggestions include the creation of a specialized marketing team, providing training to both staff and faculty members, and regularly monitoring and evaluating the efficacy of the marketing efforts. By implementing these marketing suggestions, HEIs can achieve its enrollment and revenue targets while also improving its image as a premier educational institution in Pakistan.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133276510","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-31DOI: 10.46286/msi.2022.17.4.4
Hanane Meslem, Ayoub Abbaci
Conversion rate optimization on a landing page is due to several factors, including design. This research attempted to measure the importance of certain components leading to the desired action to determine the key points to respect in the conception of a landing page that appears after clicking on a call-to-action button. We adopted both a quantitative and qualitative approach. The survey generated 221 respondents of which 216 had already visited a landing page after having a click. The aim was to measure the correlations between the components on the one hand and to determine the conversion rate on the other. The qualitative study was based on 50 people interviewed in front of a real landing page. It enabled us to define the components on which the visitors are most interested in conversion and to derive some guidelines.
{"title":"A practical approach for optimizing the conversion rate of a landing page's visitors","authors":"Hanane Meslem, Ayoub Abbaci","doi":"10.46286/msi.2022.17.4.4","DOIUrl":"https://doi.org/10.46286/msi.2022.17.4.4","url":null,"abstract":"Conversion rate optimization on a landing page is due to several factors, including design. This research attempted to measure the importance of certain components leading to the desired action to determine the key points to respect in the conception of a landing page that appears after clicking on a call-to-action button. We adopted both a quantitative and qualitative approach. The survey generated 221 respondents of which 216 had already visited a landing page after having a click. The aim was to measure the correlations between the components on the one hand and to determine the conversion rate on the other. The qualitative study was based on 50 people interviewed in front of a real landing page. It enabled us to define the components on which the visitors are most interested in conversion and to derive some guidelines.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"28 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132732696","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-31DOI: 10.46286/msi.2022.17.4.2
Raúl Martínez Flores
The main purpose of this research is to highlight the role of sustainable marketing and strategy as business disciplines, oriented to develop solid strategies aimed at meeting the corporate objectives and the Sustainable Development Goals (SDGs) 2030 of the United Nations. This work, in its initial stages, is focusing on documenting the experiences of entrepreneurs and organizations from various industries in Baja California, Mexico, such as medical, maquila, transportation, electronics, electro domestics, restaurants, quality, entrepreneurship, among other relevant local industries. With this, it ca n be implied that sustainable precepts, according to SDGs 2030, are a parameter of certainty that companies and the private sector can take advantage to rethink their traditional objectives and generate strategies focused on sustainable development. And it is in this balance where the efforts of those companies defined or conceptualized as sustainable are mainly concentrated. To visualize how the companies participating in the study plan to integrate their objectives and strategies into the 2030 Sustainable Development Goals (UN), a qualitative study (focus group session) with 11 participants of different industries and corporate concepts is presented with its results. Participants are part of an academic course (Sustainable Business), which is aimed to improve conscience and value of sustainable precepts applied to business. The main results of the focus group establish the testimony of participants, who enhance the strategic planning elements of their companies and their business objectives that can be matched with the United Nations (UN) SDGs 2030. Also, results show the application of these objectives to create innovative strategies of business and marketing with a sustainable approach and orientation.
{"title":"A qualitative study on sustainable marketing and strategy applied to creation of value according to SDG’s 2030","authors":"Raúl Martínez Flores","doi":"10.46286/msi.2022.17.4.2","DOIUrl":"https://doi.org/10.46286/msi.2022.17.4.2","url":null,"abstract":"The main purpose of this research is to highlight the role of sustainable marketing and strategy as business disciplines, oriented to develop solid strategies aimed at meeting the corporate objectives and the Sustainable Development Goals (SDGs) 2030 of the United Nations. This work, in its initial stages, is focusing on documenting the experiences of entrepreneurs and organizations from various industries in Baja California, Mexico, such as medical, maquila, transportation, electronics, electro domestics, restaurants, quality, entrepreneurship, among other relevant local industries. With this, it ca n be implied that sustainable precepts, according to SDGs 2030, are a parameter of certainty that companies and the private sector can take advantage to rethink their traditional objectives and generate strategies focused on sustainable development. And it is in this balance where the efforts of those companies defined or conceptualized as sustainable are mainly concentrated. To visualize how the companies participating in the study plan to integrate their objectives and strategies into the 2030 Sustainable Development Goals (UN), a qualitative study (focus group session) with 11 participants of different industries and corporate concepts is presented with its results. Participants are part of an academic course (Sustainable Business), which is aimed to improve conscience and value of sustainable precepts applied to business. The main results of the focus group establish the testimony of participants, who enhance the strategic planning elements of their companies and their business objectives that can be matched with the United Nations (UN) SDGs 2030. Also, results show the application of these objectives to create innovative strategies of business and marketing with a sustainable approach and orientation.","PeriodicalId":282242,"journal":{"name":"Marketing Science & Inspirations","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126911186","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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