{"id":"https://openalex.org/W2489930752","doi":"https://doi.org/10.4018/978-1-4666-8219-1.ch015","title":"The Role of Marketing Strategies in Modern Business and Society","display_name":"The Role of Marketing Strategies in Modern Business and Society","publication_year":2015,"publication_date":"2015-01-01","ids":{"openalex":"https://openalex.org/W2489930752","doi":"https://doi.org/10.4018/978-1-4666-8219-1.ch015","mag":"2489930752"},"language":"en","primary_location":{"id":"doi:10.4018/978-1-4666-8219-1.ch015","doi":"https://doi.org/10.4018/978-1-4666-8219-1.ch015","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-4666-8219-1.ch015","pdf_url":null,"source":{"id":"https://openalex.org/S4210177794","display_name":"Advances in finance, accounting, and economics book series","issn_l":"2327-5677","issn":["2327-5677","2327-5685"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Finance, Accounting, and Economics","raw_type":"book-chapter"},"volume":{"id":"https://openalex.org/W2479522949","display_name":"Green Economic Structures in Modern Business and Society"},"type":"book-chapter","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5017263256","display_name":"Kijpokin Kasemsap","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I4210105946","display_name":"Suan Sunandha Rajabhat University","ror":"https://ror.org/01sj5ez28","country_code":"TH","type":"education","lineage":["https://openalex.org/I4210105946"]}],"countries":["TH"],"is_corresponding":true,"raw_author_name":"Kijpokin Kasemsap","raw_affiliation_strings":["Suan Sunandha Rajabhat University, Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Suan Sunandha Rajabhat University, Thailand","institution_ids":["https://openalex.org/I4210105946"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5017263256"],"corresponding_institution_ids":["https://openalex.org/I4210105946"],"apc_list":null,"apc_paid":null,"fwci":10.472,"has_fulltext":false,"cited_by_count":7,"citation_normalized_percentile":{"value":0.98470131,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":null,"issue":null,"first_page":"274","last_page":"300"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9487000107765198,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9487000107765198,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.04190000146627426,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11726","display_name":"Organizational Management and Innovation","score":0.00139999995008111,"subfield":{"id":"https://openalex.org/subfields/1407","display_name":"Organizational Behavior and Human Resource Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.824999988079071},{"id":"https://openalex.org/keywords/competitive-strategy","display_name":"competitive strategy","score":0.9900000095367432},{"id":"https://openalex.org/keywords/market-segmentation","display_name":"market segmentation","score":0.9160000085830688},{"id":"https://openalex.org/keywords/differentiation-strategy","display_name":"differentiation strategy","score":0.9670000076293945},{"id":"https://openalex.org/keywords/cost-leadership","display_name":"cost leadership","score":0.9350000023841858},{"id":"https://openalex.org/keywords/focus-strategy","display_name":"focus strategy","score":0.9959999918937683},{"id":"https://openalex.org/keywords/market-orientation","display_name":"market orientation","score":0.9959999918937683},{"id":"https://openalex.org/keywords/organizational-performance","display_name":"organizational performance","score":1.0},{"id":"https://openalex.org/keywords/sustainable-competitive-advantage","display_name":"sustainable competitive advantage","score":0.9599999785423279},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.7820000052452087}],"concepts":[{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.7480633854866028},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.7134015560150146},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6921364068984985},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.6333743929862976},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.6211287379264832},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6078859567642212},{"id":"https://openalex.org/C146937435","wikidata":"https://www.wikidata.org/wiki/Q4025911","display_name":"Marketing effectiveness","level":4,"score":0.5625881552696228},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5530178546905518},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.48720163106918335},{"id":"https://openalex.org/C127107974","wikidata":"https://www.wikidata.org/wiki/Q350884","display_name":"Business marketing","level":3,"score":0.46034032106399536},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.4290468990802765},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3857020437717438}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.4018/978-1-4666-8219-1.ch015","doi":"https://doi.org/10.4018/978-1-4666-8219-1.ch015","is_oa":false,"landing_page_url":"https://doi.org/10.4018/978-1-4666-8219-1.ch015","pdf_url":null,"source":{"id":"https://openalex.org/S4210177794","display_name":"Advances in finance, accounting, and economics book series","issn_l":"2327-5677","issn":["2327-5677","2327-5685"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["cwts-core"],"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"book series"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advances in Finance, Accounting, and Economics","raw_type":"book-chapter"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":179,"referenced_works":["https://openalex.org/W430769649","https://openalex.org/W594559190","https://openalex.org/W603261650","https://openalex.org/W624421429","https://openalex.org/W1481871496","https://openalex.org/W1490665620","https://openalex.org/W1492090231","https://openalex.org/W1498488428","https://openalex.org/W1507575420","https://openalex.org/W1518254837","https://openalex.org/W1518373730","https://openalex.org/W1531440869","https://openalex.org/W1533468165","https://openalex.org/W1536954808","https://openalex.org/W1553394997","https://openalex.org/W1561054077","https://openalex.org/W1585211132","https://openalex.org/W1586754309","https://openalex.org/W1587094274","https://openalex.org/W1595094988","https://openalex.org/W1597887249","https://openalex.org/W1672701614","https://openalex.org/W1757609350","https://openalex.org/W1786861856","https://openalex.org/W1855283887","https://openalex.org/W1861656444","https://openalex.org/W1886336091","https://openalex.org/W1928804044","https://openalex.org/W1951370014","https://openalex.org/W1963989982","https://openalex.org/W1965517216","https://openalex.org/W1965605848","https://openalex.org/W1967968613","https://openalex.org/W1970822182","https://openalex.org/W1972260671","https://openalex.org/W1974451892","https://openalex.org/W1976605820","https://openalex.org/W1979869089","https://openalex.org/W1980744971","https://openalex.org/W1983053304","https://openalex.org/W1985495416","https://openalex.org/W1986262084","https://openalex.org/W1986417065","https://openalex.org/W1986562809","https://openalex.org/W1987432602","https://openalex.org/W1988219893","https://openalex.org/W1990069247","https://openalex.org/W1990342335","https://openalex.org/W1991605302","https://openalex.org/W1992533869","https://openalex.org/W1992536032","https://openalex.org/W1992619210","https://openalex.org/W1995285106","https://openalex.org/W1995317092","https://openalex.org/W1996478202","https://openalex.org/W1996812234","https://openalex.org/W1998378957","https://openalex.org/W1999262164","https://openalex.org/W2001579773","https://openalex.org/W2003455514","https://openalex.org/W2005735685","https://openalex.org/W2010812063","https://openalex.org/W2015808835","https://openalex.org/W2018232559","https://openalex.org/W2019240029","https://openalex.org/W2019547198","https://openalex.org/W2022045032","https://openalex.org/W2022697649","https://openalex.org/W2022787889","https://openalex.org/W2022838122","https://openalex.org/W2024374089","https://openalex.org/W2026636568","https://openalex.org/W2027394794","https://openalex.org/W2028104848","https://openalex.org/W2029485242","https://openalex.org/W2032359204","https://openalex.org/W2033016567","https://openalex.org/W2033870512","https://openalex.org/W2034149849","https://openalex.org/W2034865071","https://openalex.org/W2034908742","https://openalex.org/W2035303902","https://openalex.org/W2036429335","https://openalex.org/W2038641952","https://openalex.org/W2040261334","https://openalex.org/W2044212582","https://openalex.org/W2044377884","https://openalex.org/W2044608940","https://openalex.org/W2045383782","https://openalex.org/W2045394562","https://openalex.org/W2045956974","https://openalex.org/W2046643874","https://openalex.org/W2047713174","https://openalex.org/W2048207720","https://openalex.org/W2048757972","https://openalex.org/W2052122985","https://openalex.org/W2052470472","https://openalex.org/W2055332772","https://openalex.org/W2059581839","https://openalex.org/W2061095102","https://openalex.org/W2062094116","https://openalex.org/W2062117351","https://openalex.org/W2064416548","https://openalex.org/W2064706331","https://openalex.org/W2064808927","https://openalex.org/W2065462327","https://openalex.org/W2065469800","https://openalex.org/W2065723255","https://openalex.org/W2066360857","https://openalex.org/W2068370738","https://openalex.org/W2070177836","https://openalex.org/W2070216874","https://openalex.org/W2071155942","https://openalex.org/W2071534586","https://openalex.org/W2072429707","https://openalex.org/W2073737521","https://openalex.org/W2075008434","https://openalex.org/W2076622774","https://openalex.org/W2078477474","https://openalex.org/W2078818979","https://openalex.org/W2078854905","https://openalex.org/W2080313827","https://openalex.org/W2081356001","https://openalex.org/W2086479045","https://openalex.org/W2086618990","https://openalex.org/W2088985620","https://openalex.org/W2091550863","https://openalex.org/W2092410727","https://openalex.org/W2098374090","https://openalex.org/W2098501331","https://openalex.org/W2099979943","https://openalex.org/W2100310563","https://openalex.org/W2107538442","https://openalex.org/W2109394358","https://openalex.org/W2112226974","https://openalex.org/W2113561925","https://openalex.org/W2114887010","https://openalex.org/W2117108049","https://openalex.org/W2125181818","https://openalex.org/W2125345368","https://openalex.org/W2130315058","https://openalex.org/W2130941555","https://openalex.org/W2135526934","https://openalex.org/W2136908618","https://openalex.org/W2138088329","https://openalex.org/W2140276993","https://openalex.org/W2140461508","https://openalex.org/W2140665624","https://openalex.org/W2144038007","https://openalex.org/W2147133126","https://openalex.org/W2148605525","https://openalex.org/W2148740810","https://openalex.org/W2149142441","https://openalex.org/W2150769162","https://openalex.org/W2151084108","https://openalex.org/W2153141915","https://openalex.org/W2160398569","https://openalex.org/W2162261369","https://openalex.org/W2163547695","https://openalex.org/W2163550632","https://openalex.org/W2176801670","https://openalex.org/W2181708173","https://openalex.org/W2240870533","https://openalex.org/W2325923231","https://openalex.org/W2327613317","https://openalex.org/W2417954424","https://openalex.org/W2478169649","https://openalex.org/W2489659763","https://openalex.org/W2994249747","https://openalex.org/W3126664970","https://openalex.org/W3165322756","https://openalex.org/W4211082527","https://openalex.org/W4243723631","https://openalex.org/W4254477540","https://openalex.org/W4255998677","https://openalex.org/W4256346100","https://openalex.org/W4285719527","https://openalex.org/W4362646240","https://openalex.org/W4375849300"],"related_works":["https://openalex.org/W2522983038","https://openalex.org/W6963512644","https://openalex.org/W2946630149","https://openalex.org/W7124465921","https://openalex.org/W1520328424","https://openalex.org/W4406329933","https://openalex.org/W2980101889","https://openalex.org/W7220413336","https://openalex.org/W2905161991","https://openalex.org/W2290172015"],"abstract_inverted_index":{"This":[0],"chapter":[1,124],"introduces":[2],"the":[3,15,38,49,61,85,92,95,102,114,117,131,143],"role":[4],"of":[5,20,40,51,64,87,94,98,107,116],"marketing":[6,41,52,65,70,74,121,128],"strategies":[7,42,53,58,77,109,129],"in":[8,43,84,142],"modern":[9,44],"business":[10,45],"and":[11,17,35,46,48,72,81,101,105,110,119,137],"society,":[12],"thus":[13,89],"explaining":[14],"theoretical":[16],"practical":[18],"concepts":[19],"competitive":[21,140],"strategy,":[22,25,27,30,32],"market":[23,33],"segmentation":[24],"differentiation":[26],"cost":[28],"leadership":[29],"focus":[31],"orientation,":[34],"organizational":[36,55,135],"performance;":[37],"significance":[39],"society;":[47],"impact":[50],"on":[54],"performance.":[56],"Marketing":[57,76],"serve":[59],"as":[60],"valuable":[62],"foundation":[63],"plans":[66],"designed":[67],"to":[68,113,133],"fill":[69],"needs":[71],"reach":[73],"objectives.":[75,122],"include":[78],"all":[79],"basic":[80],"long-term":[82],"activities":[83],"field":[86],"marketing,":[88],"dealing":[90],"with":[91],"analysis":[93],"strategic":[96],"situation":[97],"an":[99],"organization":[100,118],"formulation,":[103],"evaluation":[104],"selection":[106],"market-oriented":[108],"effectively":[111],"contribute":[112],"goals":[115],"its":[120],"The":[123],"argues":[125],"that":[126],"applying":[127],"has":[130],"potential":[132],"increase":[134],"performance":[136],"gain":[138],"sustainable":[139],"advantage":[141],"social":[144],"media":[145],"age.":[146]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2018,"cited_by_count":3},{"year":2017,"cited_by_count":1},{"year":2016,"cited_by_count":2}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2016-08-23T00:00:00"}