A Review of Marketing Management Strategies

Abstract

Marketing management strategies play a pivotal role in enabling organizations to identify customer needs, create value, and achieve sustainable competitive advantage. With the rapid evolution of markets driven by globalization, digitalization, and changing consumer behavior, marketing management has transitioned from product-centric approaches to customer-centric and value-driven strategies. This review critically examines the evolution, types, and effectiveness of major marketing management strategies, including market segmentation, targeting and positioning, marketing mix strategies, relationship marketing, digital marketing, and strategic brand management. Through an extensive review of theoretical frameworks and empirical studies, the paper analyzes how marketing strategies contribute to organizational performance and long-term success. A comparative analysis highlights the strengths and limitations of different strategic approaches across contexts. The review concludes that effective marketing management requires integrative, adaptive, and data-driven strategies aligned with organizational goals and dynamic market conditions.