Reviving the Overlooked: Strategies for Reclaiming the Forgotten Part of Marketing

Baqer Khudair Al-Hadrawi(1), Meenakshi Kaushik(2), Reniati Reniati(3*),

(1) Al-Furat Al-Awsat Technical University
(2) Trinity Institute of Innovations in Professional Studies
(3) Universitas Bangka Belitung
(*) Corresponding Author

Abstract


In the realm of marketing, certain facets often find themselves relegated to the periphery, overlooked and underestimated. This theoretical exploration delves into strategies for reviving these neglected elements, aiming to reclaim their significance within the broader marketing landscape. In the dynamic world of consumer behavior and evolving market trends, it becomes imperative to reassess and reinvigorate those components that have been marginalized over time. This study postulates that a theoretical foundation can catalyze innovation, offering marketers a blueprint for revitalizing overlooked aspects. By challenging conventional norms and engaging in theoretical discourse, professionals can uncover latent potential and undiscovered opportunities within their marketing arsenal. The theoretical lens allows for a comprehensive examination of the overlooked facets, dissecting the intricacies that may have led to their neglect. This process not only facilitates a deeper understanding of the dynamics at play but also sets the stage for strategic interventions. As marketing evolves, embracing a theoretical framework becomes paramount in deciphering the nuances of consumer psychology, technology integration, and societal shifts, ultimately empowering marketers to breathe new life into forgotten realms and redefine the boundaries of effective engagement.

Keywords


Marketing Revival; Overlooked Strategies; Reclaiming Forgotten Markets; Forgotten Customer Segments

Full Text:

PDF

References


Bhayani, S., & Vachhani, N. V. (2014). Internet marketing vs traditional marketing: a comparative analysis. FIIB Business Review, 3(3), 53-63.‏

Sinha, R. (2018). A comparative analysis of traditional marketing vs digital marketing. Journal of Management Research and Analysis, 5(4), 234-243.‏

Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, M. (2012). Dissimilarity of E-marketing VS traditional marketing. International journal of academic research in business and social sciences, 2(1), 510.‏

Anderson, E., Brynjolfsson, E., Hu, Y. J., & Simester, D. (2005). Understanding the impact of marketing actions in traditional channels on the internet: Evidence from a large scale field experiment. A research and education initiative at the MIT Sloan School of Management.‏

Chen, C. Y. (2006). The comparison of structure differences between internet marketing and traditional marketing. International Journal of Management and Enterprise Development, 3(4), 397-417.‏

Durmaz, Y., & Efendioglu, I. H. (2016). Travel from traditional marketing to digital marketing. Global journal of management and business research, 16(2), 34-40.‏

Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of Marketing, 73(5), 90-102.‏

Shahid, S. (2023). From traditional marketing to digital marketing: Digital Sign Media Ltd.‏

Caliskan, A., Özkan Özen, Y. D., & Ozturkoglu, Y. (2021). Digital transformation of traditional marketing business model in new industry era. Journal of Enterprise Information Management, 34(4), 1252-1273.‏

Bist, A. S., Agarwal, V., Aini, Q., & Khofifah, N. (2022). Managing Digital Transformation in Marketing:” Fusion of Traditional Marketing and Digital Marketing.” International Transactions on Artificial Intelligence, 1(1), 18-27.‏

Rosenberg, L. J., & Czepiel, J. A. (1984). A marketing approach for customer retention. Journal of consumer marketing, 1(2), 45-51.

‏ Verhoef, P. C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67(4), 30-45.‏

Nitzan, I., & Libai, B. (2011). Social effects on customer retention. Journal of Marketing, 75(6), 24-38.‏

Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of Retailing, 69(2), 193-215.‏

Coyles, S., & Gokey, T. C. (2005). Customer retention is not enough. Journal of Consumer Marketing, 22(2), 101-105.‏

Ahmad, R., & Buttle, F. (2002). Customer retention management: A reflection of theory and practice. Marketing intelligence & planning, 20(3), 149-161.‏

Lee, C. T., Shen, Y. C., Li, Z., & Xie, H. H. (2024). The effects of non-fungible token platform affordances on customer loyalty: A Buyer–Creator duality perspective. Computers in Human Behavior, 151, 108013.‏

Cui, L., He, S., Deng, H., & Wang, X. (2023). Sustaining customer loyalty of fresh food e-tailers: an empirical study in China. Asia Pacific Journal of Marketing and Logistics, 35(3), 669-686.‏

Li, Z., Long, M., Huang, S., Duan, Z., Hu, Y., & Cui, R. (2023). Effects of inertia and switching costs on customer retention: a study of budget hotels in China. International Journal of Contemporary Hospitality Management, 35(3), 1030-1050.‏

Chen, Q., Lu, Y., Gong, Y., & Xiong, J. (2023). Can AI chatbots help retain customers? Impact of AI service quality on customer loyalty. Internet Research.‏

Ismail, I. J. (2023). Speaking to the hearts of the customers! The mediating effect of customer loyalty on customer orientation, technology orientation and business performance. Technological Sustainability, 2(1), 44-66.‏

Venkatakrishnan, J., Alagiriswamy, R., & Parayitam, S. (2023). Web design and trust as moderators in the relationship between e-service quality, customer satisfaction and customer loyalty. The TQM Journal, (ahead-of-print).‏

Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information technology and management, 6, 181-202.‏

Volokh, E. (2000). Personalization and privacy. Communications of the ACM, 43(8), 84-88.‏

Toch, E., Wang, Y., & Cranor, L. F. (2012). Personalization and privacy: a survey of privacy risks and remedies in personalization-based systems. User Modeling and User-Adapted Interaction, 22, 203-220.‏

Garcia-Rivadulla, S. (2016). Personalization vs. privacy: An inevitable trade-off? IFLA journal, 42(3), 227-238.‏

Aguirre, E., Roggeveen, A. L., Grewal, D., & Wetzels, M. (2016). The personalization-privacy paradox: Implications for new media. Journal of consumer marketing, 33(2), 98-110.‏

Karwatzki, S., Dytynko, O., Trenz, M., & Veit, D. (2017). Beyond the personalization–privacy paradox: Privacy valuation, transparency features, and service personalization. Journal of Management Information Systems, 34(2), 369-400.‏

Lee, D. J., Ahn, J. H., & Bang, Y. (2011). Managing consumer privacy concerns in personalization: a strategic analysis of privacy protection. Mis Quarterly, 423-444.‏

Sundar, S. S., & Marathe, S. S. (2010). Personalization versus customization: The importance of agency, privacy, and power usage. Human communication research, 36(3), 298-322.‏

Jackson, J. R. (2018). A perfect fit: Personalization versus privacy. Journal of Organizational Psychology, 18(4), 33-42.‏

Chellappa, R. K., & Shivendu, S. (2010). Mechanism design for “free” but “no free disposal” services: The economics of personalization under privacy concerns. Management Science, 56(10), 1766-1780.‏

Song, Y. W., Lim, H. S., & Oh, J. (2021). “We think you may like this”: An investigation of electronic commerce personalization for privacy‐conscious consumers. Psychology & Marketing, 38(10), 1723-1740.‏

Chen, C., & Duan, Y. (2022). Impact of personalization and privacy concerns on information disclosure and pricing. Journal of Retailing and Consumer Services, 69, 103099.‏

Riedl, J. (2001). Personalization and privacy. IEEE Internet Computing, 5(6), 29-31.‏

Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. Wiley international encyclopedia of marketing.‏

Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of advertising, 44(1), 37-46.‏

Dietrich, G., & Livingston, G. (2012). Marketing in the round: how to develop an integrated marketing campaign in the digital era. Que Publishing.‏

Camilleri, M. A., & Camilleri, M. A. (2018). Integrated marketing communications (pp. 85-103). Springer International Publishing.‏

Kitchen, P. J., Kim, I., & Schultz, D. E. (2008). Integrated marketing communications: Practice leads theory. Journal of advertising research, 48(4), 531-546.‏

Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.‏

Zwerin, A., Clarke, T. B., & Clarke III, I. (2020). Traditional and emerging integrated marketing communication touchpoints used in Effie award-winning promotional campaigns. Journal of Promotion Management, 26(2), 163-185.‏

Ewing, M. T. (2013). Integrated marketing communications measurement and evaluation. In The Evolution of Integrated Marketing Communications (pp. 29-43). Routledge.‏

Garretson, J. A., & Burton, S. (2005). The role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69(4), 118-132.‏

Cross, I. R. (2019). The direct effect: Creating integrated marketing campaigns with direct mail. Advertising & Society Quarterly, 20(4).‏

Yasmimmuntaz, r., & Rahman, t. (2024, February). Integrated marketing communication strategy of PT Jogjakita Multi Andalan in increasing brand awareness as a local on demand services business in 2020-2022. In International Conference on Humanity Education and Society (ICHES) (vol. 3, no. 1).‏

Al-Hadrawi, B. K., Al-Zurfi, A. R., & Hussein, H. G. (2022). Spiritual Marketing And Brand Love: A Study In Noor Al-Kafeel Corporation For Animal And Food Products. Webology (ISSN: 1735-188X), 19(6).‏

Saber, A. F., Eljalil, A., Sabreen, G., Zaki, M., & Abbas, T. M. (2021). The Impact of Customer-Centric Marketing on The Customers’ Retention in ‎ Egyptian Hotels. International Journal of Tourism and Hospitality Management, 4(2), 265-302.‏

Nataraj, S. (2010). Customer retention–CRM application. Issues in Information Systems, 11(2), 44-47.‏

Bolton, M. (2004). Customer-centric business processing. International Journal of Productivity and Performance Management, 53(1), 44-51.‏

Petersen, J. A., Venkatesan, R., & Khodakarami, F. (2019). Designing and effectively managing customer-centric loyalty programs. In Handbook on customer centricity (pp. 180-206). Edward Elgar Publishing.‏

Bhatnagar, N. (2012). Customer Relationship Marketing: Customer-Centric Processes for Engendering Customer-Firm Bonds and Optimizing Long-Term Customer Value. Advances in Customer Relationship Management.‏

Azeem, M., Aziz, S., Shahid, J., Hayat, A., Ahmed, M., & Khan, M. I. (2022). The impact of customer-centric business strategies on customer relationship management: pharmaceutical field-force perspective. International Journal of Pharmaceutical and Healthcare Marketing, 16(1), 138-154.‏

Lee, J. Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2015). Effect of customer-centric structure on long-term financial performance. Marketing Science, 34(2), 250-268.‏

Kang, E. (2020). The relationship between reinforcement of employee’s customer-centric behavior and employee motivation factors. Advances in Social Sciences Research Journal, 7(7), 338-347.‏

Sheth, J. N., Jain, V., & Ambika, A. (2023). The growing importance of customer-centric support services for improving customer experience. Journal of Business Research, 164, 113943.‏

Li, Y., Xing, A., & Terui, N. (2023). Modeling Customer Satisfaction’s Impact on Loyalty: Insights for Customer-Centric Resource Allocation. Service Science, 15(2), 107-128.‏

Seo, J., & Simatupang, T. M. (2024). Developing a Customer-Centric Go-To-Market Strategy For Samsung SDS in The Indonesian SAAS Market. Jurnal Aplikasi Bisnis dan Manajemen (JABM), 10(1), 50-50.‏

Baines, T., Bigdeli, A. Z., & Kapoor, K. (2024). Servitization Strategy: Delivering Customer-Centric Outcomes Through Business Model Innovation. Springer Nature.‏

Islam, M., Yang, Y. F., Hu, Y. J., & Hsu, C. S. (2013). Marketing mix, service quality and loyalty-in perspective of customer-centric view of balanced scorecard approach. Accounting, Accountability & Performance, 18(1), 1-17.‏

Treiblmaier, H., Madlberger, M., Knotzer, N., & Pollach, I. (2004, January). Evaluating personalization and customization from an ethical point of view: An empirical study. In 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the (pp. 10-pp). IEEE.‏

Hermann, E. (2022). Artificial intelligence and mass personalization of communication content—An ethical and literacy perspective. New Media & Society, 24(5), 1258-1277.‏

Coker, J., & Izaret, J. M. (2021). Progressive pricing: the ethical case for price personalization. Journal of Business Ethics, 173(2), 387-398.‏

Pedrero‐Esteban, L. M., & Gas‐Gozalbo, B. (2021). Ethical dilemmas in the personalization of news from voice interfaces. News Media Innovation Reconsidered: Ethics and Values in a Creative Reconstruction of Journalism, 174-186.‏

Gupta, D. G., & Jain, V. (2023). Use of Artificial Intelligence with ethics and privacy for personalized customer services. In Artificial Intelligence in customer service: The next frontier for personalized engagement (pp. 231-257). Cham: Springer International Publishing.‏

Dolganova, O. I. (2021). Improving customer experience with artificial intelligence by adhering to ethical principles. Бизнес-информатика, 15(2 (eng)), 34-46.‏

Gerlick, J. A., & Liozu, S. M. (2020). Ethical and legal considerations of artificial intelligence and algorithmic decision-making in personalized pricing. Journal of Revenue and Pricing Management, 19, 85-98.‏

Wolniak, r., & grebski, w. (2023). The customization and personalization of products in Industry 4.0. Scientific papers of the Silesian University of Technology. Organization & management/zeszyty naukowe politechniki slaskiej. Seria organizacji i zarzadzanie, (180).‏

Apostolov, N. (2019). Does Artificial Intelligence Raise Any Ethical Issues When Used for Advertising Personalization by E-commerce Stores (Bachelor’s thesis, University of Twente).‏

Harris, L. (2012). The New Old Spice: Business Identities, Trademarks, and Social Media. Miss. CL Rev., 31, 309.‏

Harris, L. (2013). The New Old Spice: Business Identities, Trademarks, and Social Media. Mississippi College Law Review, 31(2), 7.‏

Buell, R. W. (2019). Operational transparency. Harvard Business Review, 97(2), 102-113.‏

Barros, M., & Dimla, E. (2021). Rejuvenation in Product Evolution: Looking Back to (Re) Design the Future. Journal of Creativity & Business Innovation, 7.‏

Cusumano, M. A. (2010). Platforms and services: Understanding the resurgence of Apple. Communications of the ACM, 53(10), 22-24.‏

Vincent, E., & Kolade, A. (2019). Persuasive communication: Semiotic analysis of ‘Share-a-Coke’ advertising campaign. World Journal of Innovative Research, 7(2), 1-6.‏

Nguyen, T., & Nguyen, T. (2015). Factors that make a marketing campaign go viral: Case study: Campaign” Share a Coke” by Coca-Cola in Vietnam.




DOI: http://dx.doi.org/10.33019/ijbe.v8i2.914

Article Metrics

Abstract view : 314 times
PDF - 123 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License

Integrated Journal of Business and Economics is licensed under a Creative Commons Attribution 4.0 International License.