Marketing strategies in action

Article Abstract:

Defining marketing strategies is often emphasized without examining procedures required to realize these strategies; by overlooking the importance of strategy implementation, companies frequently guarantee marketing failures. Marketing strategies must be implemented throughout the business enterprise, at the corporate level, the business level and the functional (or departmental) level, to ensure the success of new products, product improvements, repositioned products and product line additions. Growth achieved through properly planned and implemented marketing strategies indicates the benefits realizable from equal emphasis on strategy definition and implementation.

Analysis, Product management, Marketing management

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Marketing in the information age

Article Abstract:

Use of communications and information technologies in support of marketing activities is discussed. The three types of communications technology are: store and forward technology, such as electronic mail; conferencing technologies such as audio conferencing and facsimile transmission; and computer terminal devices. Examples of computers used to enhance the marketing function include electronic order exchange, and having field sales representatives process orders via portable computers. Computers are also widely used in customer service and marketing research.

Management, Usage, Innovations, Information technology, Organizational change

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Strategies for U.S. marketers in Saudi Arabia

Article Abstract:

American products are not as highly valued on foreign markets as they once were. This study analyzes the Saudi view of products made in the U.S. The method used was a survey composed of interviews in three Saudi cities. The results indicate a great confidence in American-made products; however, Saudis no longer buy these products as frequently as they once did because the products are deemed too expensive and no longer provide the status elevation that they once did.

International aspects, Saudi Arabia, Business enterprises

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