Annotated Bibliography on Strategic Marketing Management

This annotated bibliography provides insights into various aspects of strategic marketing management, including international marketing strategies, company-wide strategic conversations, recognition of firm internationalization, and marketing strategies at the bottom of the pyramid.

Running Head: STRATEGIC MARKETING MANAGEMENT
Topic- Annotated Bibliography
Student name
University name
Author notes

2STRATEGIC MARKETING MANAGEMENT
Keys Details
Citation Kumar, M. T., & Shivashanthi, S. (2013). Dynamics of international
marketing strategies. International Journal of Management, IT and
Engineering, 3(3), 172.
Summary and
significance
The article is based on various aspects of strategic international marketing
and their timely insights from business executives on new market trends and
tactics in internationalization. Here the significance of marketing capabilities
is illustrated and reconstruction modes are also provided to support an
enhanced and positive market performance. Various strategies of entry
modes and global market alliances are also mentioned.
The article provided a deep insight into the topic of discussion and help in
evaluation of the best recommended strategy for P&G in regard to its global
strategy.
Keys Details
Citation Lafley, A. G., & Martin, R. (2013). Instituting a company-wide strategic
conversation at Procter & Gamble. Strategy & Leadership, 41(4), 4-9.
Summary and
significance
Here the paper tries to explain the new strategic decisions of Procter and
Gamble in regard to its global market strategy for internationalization. Its
business structure and culture are explained organizational communication is
supported to decide upon the best entry strategy for global diversification.
Organizational goals, objectives, strategies and other structural framework
are evaluated and strategic development is supported implicitly.

3STRATEGIC MARKETING MANAGEMENT
The paper supports the area of discussion by providing deeper insight into
the organizational structure and culture in P&G.
Keys Details
Luo, X., & Zheng, Q. (2018). How firm internationalization is recognized by
outsiders: The response of financial analysts. Journal of Business
Research, 90, 87-106.
Summary and
significance
The article provides new directions to the researchers by providing insight
into how strategic values are recognized and accessed by other analysts and
outside third parties. External responses of strategic internationalization are
interpreted and recommendations are also provided. Role of industry
uncertainty and increased competition are evaluated and this help in better
financial evaluation of a firm’s market position.
This article provides insights into the various financial aspects of P&G and
help in carrying out the financial ratio analysis and provides deeper insights
in developing trends of market performances.
Keys Details
Payaud, M. A. (2014). Marketing strategies at the bottom of the pyramid:
Examples from Nestle, Danone, and Procter & Gamble. Global Business and
Organizational Excellence, 33(2), 51-63.
Summary and
significance
Here diverse marketing strategies are considered with emphasis on lower
costs. The Bottom of the Pyramid approach is mentioned which is one of the

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core success strategic moves of P&G and other multinational corporations.
Community support is emphasised for having inclusive market growth and
the article efficiently distinguishes among international strategies and BOP
strategies. Mainly P&G’s Egypt operations are discussed in the paper and
ultimate results was based on how to improve ongoing marketing practices
of a globally recognized firm.
The paper help in effective evaluation of the best global strategic moves by
P&G and also help in understanding the reason of immense success of the
FMCG giant for decades. The articles support better evaluation of
internationalization strategies of Procter and Gamble.