Modern society is becoming increasingly aware of the necessity to behave sustainably which resulted in higher expectations towards sustainable practices of businesses. Thus, Marketing 3.0, a concept developed by Kotler, Kartajaya, and Setiawan (2010) which takes a more sustainable approach
Browsing: marketing mix
Consumers today are not looking for a simple consumption, but they are looking for sense. The brand strategy is situated at a higher level of closeness to the consumer. Indeed, the brand acts as a communication interface between the company and the market.
How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success
The study suggests that the impact is mediated by marketing strategy implementation success.