The Eastasouth Management and Business
Vol. 1 No. 02 (2023): The Eastasouth Management and Business (ESMB)

Literature Review: Factors Affecting Marketing Strategy, Market Size, Technology, and End Users on Market Segmentation and Competitive Space

Febriyani Putri Antika (Universitas Nusa Putra)

Article Info

Publish Date
31 Jan 2023

Abstract

The relatively new information technology has amazingly been the trigger for the growth of so many markets for goods and service offerings to become global in the truest sense. Market segmentation is the process of dividing the market into groups of potential customers who have similar needs and/or personalities and have the same reaction to spending their money. The marketing strategy consists of specific strategies related to the market, the target marketing mix, and the level of marketing expenditure. A company's marketing strategy must be able to change in a competitive environment. The purpose of writing this “Literature Review” is to determine the effect or relationship between exogenous variables (marketing strategy, market size, technology, and end users) on endogenous variables (market segmentation and competitive space).

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Journal Info
The Eastasouth Management and Business
Website

Abbrev

esmb

Publisher

Eastasouth Institute

Subject

Decision Sciences, Operations Research & Management

Description

ESMB - The Eastasouth Management and Business is a peer-reviewed journal and open access three times a year (March, July and November) published by Eastasouth Institute. ESMB aims to publish articles in the field of Strategic management, Operations management, Marketing and Sales, Supply chain and ...