25 May Intelligent marketing strategy (IMS)
Intelligent marketing strategy (IMS) is a source of think-tank or pool of creativity, innovation and knowledge creation. IMS can play mutual important role for organizational success. In one hand it can provide requirements of sustainable competitive advantage (SCA) and in the other hand it can result in superior business performance using SCA through marketing assets. Applying marketing assets (informational and relational), IMS creates value for customers and satisfy them. As a consequence, satisfied customers return to the organization and bring it prosperity (Tomaz Cater, 2003).
IMS as a thoughtful strategy of strategic marketing think tank, must enable the organization to identify its customers’ needs, to create value for them (providing their desired products – goods, services and ideas), to deliver created value in a way that satisfies them, to encourage them to return, to make a beneficial, mutual and long term relationship with them, etc (Kotler, 2000; Perraultt and McCarthy, 2003; Solomon and Stuart, 2000; Fahy and Smithee, 1999; Harmsen and Jensen, 2003; McNaughton et al., 2002; Sirvastava et al., 2001; Deshpande, 1993; Moutinho and Southern, 2010; O’Gorman, 2005; Trim and Lee, 2008).
Some factors and attributes must be prepared before and during the implementation process of IMS. These include: market/customer orientation, marketing resources, relationship marketing/customer relationship management (CRM), marketing learning/intelligence, etc (Liu et al., 2003; Harmsen and Jensen, 2003; Weerawarden and O’cass, 2003; Hooley et al., 2003; McNaughton et al., 2002; Sirvastava et al., 2001; Fahy and Smithee, 1999; Das, 1995; Day, 1994; Kohli and Jaworski, 1990; Sinkula, 1994; Aaker, 1994 ; Aghazadeh, 2015).
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