Development of Marketing Strategy from Traditional to Advanced Models: Theoretical Review

Abstract

The goals of this research are to know the marketing strategy changes from previous time to present time; to know the reasons why  marketing strategy changes from time to time and to know what aspects of marketing strategy that changes. The method used is data secondary search and meta analysis. The findings of the research are: First, Marketing strategy should be changed from time to time due the response the external circumstances of the company which is inline the development of the technology related to means of which the consumers use it to buy product or service. Second, The business organizations change their marketing strategy by focusing to the changes of the consumers’ preferences, needs and the way they purchase the product / service they use.  Third,  Aspects should be changed in the marketing startegy in order to keep up with the  demand of the external influences include: 1) Marketing Strategy Focusing More on Consumers; 2) Customer Relationship Management; 3) People Based Marketing; 4) Customer Journey Consideration; 5) Developing Marketing Performance Measurement; 6) Unified Marketing Measurement; 7) Marketing Attribution; 8) Brand Equity; 8) Business Circumstances; 9) Digital Marketing.