Tesco Marketing Strategy: Planning, Objectives, and Extended Mix

This report provides an analysis of Tesco's marketing process and planning. The first part defines marketing, describes the role of the marketing function, its interaction with other departments, and examines Tesco's extended marketing mix (product, price, place, promotion, process, people, and physical evidence). It evaluates how the marketing mix contributes to Tesco's business objectives and offers recommendations for improvement. The second part focuses on the strategic marketing plan, linking it with the overall organizational mission, corporate strategy, and objectives. It discusses SMART marketing objectives, the use of marketing research to support new product launches, situational analysis including marketing audits and competitor analysis, and the development of marketing strategies applied to the extended marketing mix. It also addresses marketing budgets, tactical actions, control and monitoring measures, media budgets, and the selection of appropriate digital, offline, and social media channels for communication.

Marketing process and
planning

Table of Contents
INTRODUCTION...........................................................................................................................4
PART-1............................................................................................................................................4
MAIN BODY...................................................................................................................................4
definition of marketing................................................................................................................4
Description of the role of marketing function.............................................................................5
Marketing function works and interacts with other departments................................................5
Extended marketing mix of Tesco..............................................................................................6
An evaluation of how the marketing mix contributes to the success of the organisation in
meeting their overall business objectives....................................................................................9
Recommendations.....................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
PART-2..........................................................................................................................................12
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives...................................................................................................................................12
Clear and SMART marketing objectives..................................................................................12
Marketing research to support the new product line launch.....................................................12
A situational analysis.....................................................................................................................13
Marketing audit.........................................................................................................................13
Competitor analysis ..................................................................................................................15
Sub-segments............................................................................................................................15
New product value-proposition ................................................................................................16
Development of the marketing strategies applied to the extended marketing mix...................17
Marketing budget......................................................................................................................17
Tactical actions..............................................................................................................................17
Identifying appropriate control and monitoring measures........................................................17
Media budget.................................................................................................................................18
Recommendations and rationale for selected and integrated multi-media activities................18
Appropriate digital, offline and social media channels for communication.............................19

Multi-media plan based on quantitative and qualitative criteria...............................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Marketing is defined as the activity that is used by the organisation for the purpose of
promoting organisational products and services in market. In marketing various activities and
actions are included such as advertising, selling as well as delivering products to customers and
other business entities. It executed by the organisation for stimulating demand of customers for
purchasing business products and services. Marketing planning is referred as the process of
organising and defining organisational marketing aims and develop strategies and tactics to attain
these goal and objectives in efficient manner (Barzotto and De Propris, 2019). In this report
chosen organisation is Tesco which is British multinational groceries and retailing organisation
founded in 1919 by Jack Cohen. Headquarter of organisation situated in Welwyn Garden City,
Hertfordshire, England, UK. Tesco serves in United Kingdom, Hungry, Ireland, Slovakia and
Czech Republic through opening 7,005 stores. This report covers in two parts. In first part
concept of marketing, marketing functional and their interrelation with other departments and
extended market mix are mentioned. In second part connection of marketing plan with
organisational mission, strategy and objectives, situational analysis, tactical actions and media
budget is explained in the context of Tesco organisation.
PART-1
MAIN BODY
definition of marketing
Marketing is defined as the actions which is undertake by organisation to promote
business products and services and attract audience towards business through high quality
message (Borgardt, 2019). The main objective of marketing is to deliver standalone value to
prospects and customers through content that help business to strengthening brand loyalty,
demonstrating product value and improve business sales.
Marketing is the activity or process for creating, communicating, delivering as well as
exchanging offerings that have separated value for business customers, partners, clients and
society at large.
Marketing is the sum of activities and actions that are involved in flow of organisational
goods and services from producers to customers. Tesco uses marketing activities for promoting

organisational products, attracting and influencing customers that enhances organisational sales
and profitability ratio.
Description of the role of marketing function
Marketing is the broad term that is used by Tesco to attain higher sales and profitability
through influencing customers towards organisational products and services. Marketing is the
process of planning and executing conception, distribution of ideas, promotions of goods as well
as creating exchange that satisfy individual and organisational objectives. Some functions of
marketing and their role in business success are mentioned below:
Identifying needs of customers: Marketing plays important role in identifying customers
needs and demands that help business to produce products accordingly (Gotteland, Shock and
Sarin, 2020). Marketing team of Tesco gather information regarding customers that enable
business to influence customers through provide needed products.
Finding best distribution channel: Major function of marketing is to identify and select
best distribution channel through which business right products are reach to customers at right
time. It plays important role in business through delivering products to customers and satisfy
their needs and demands that retain them with organisation for longer period of time.
Setting prices: Establishing appropriate prices of products and services in the most
important function of marketing. Marketing team of Tesco takes pricing decisions after
conducting deep marketing research because profitability of business depends on suitable
pricing.
Conduct marketing research: Main function of marketing is to conduct market research
for gathering information and data regarding target customers. It helps business develop products
and service according to customers demands that lead business towards growth and success.
Marketing function works and interacts with other departments
Marketing is the department that involve in various operations such as promoting
business products, access customers needs and influence their behaviour. Functions of marketing
department are interrelated with other departments of organisation that help business to attain
determined goals and objectives in efficient manner (Homburg, Theel, and Hohenberg, 2020).
Interrelation between different department of organisation and marketing department are
mentioned below:

Marketing and finance: Interrelation between marketing and finance department help
business to attain determined goals and objectives in efficient manner. Finance department
develop budget for each department that enable them to perform operations in efficient manner.
Marketing department needs funds to perform marketing operations and conducts marketing
campaigns.
Marketing and production: Marketing department of Tesco interlinked with production
department because it provides important information related to customers needs, demands,
preferences and market trends that help production department to produce products accordingly
that satisfy customers (Klimanov, and Tretyak, 2019).
Marketing and human resource: These departments are interrelated to each other
because marketing department conduct advertisement for vacant positions and HR department
help marketing department through appoint suitable candidate and provide then training so they
can perform business operations in efficient manner.
Extended marketing mix of Tesco
Tesco is the leading retailing supermarket in the world. Marketing mix is defined as the
set of various actions and tactics that are used by the organisation for the purpose of promoting
products and services and attracting number of customers. Marketing mix included products,
price, place, promotions and now organisations uses extended marketing mix that included
several other P's such as people, physical evidence and process. Factors of marketing mix in the
context of Tesco is mentioned below:
Marketing Mix Tesco Sainsbury
Product Tesco offers variety of
products that includes food,
stationary, electronics,
cosmetics, clothing and
financial services. Respective
organisation provides these
products under its own brands
such as Tesco Lotus, Tesco
Sainsbury provides wide range
of products to customers like
ready to eat meal and bakery
products, organic food
products, home collection
range, furnishings and kitchen
products as well as basic
financial services. Respective

value and F&F Clothings that
helps business to reach
potential customers and satisfy
them through provide quality
products and services.
organisation focus on
innovation and quality
management that improve
organisational brand loyalty.
Price Prices are defined as the
monitory value on which
customers are ready to
purchase products. Cost
leadership is the pricing
strategy of Tesco that helps
business to maintain low price
of its products and services
without compromising
products quality (Li, Larimo,
and Leonidou, 2021). Pricing
strategy enable business to
reduce prices that attract
number of customers towards
business.
Sainsbury pricing strategy
depends on 'the value of
money' that enable business to
retain customers. Organisation
uses competitive pricing
strategy instead of price
cutting policy. Organisation
provides basic and kids
products at very low price with
having excellent quality that
provide value for money.
Place Tesco provides its products
and services through online
and offline modes.
Organisation has 7000 offline
stores around the world that
are known as Tesco Express,
Tesco Extra, Tesco compact
and various other. Online
business of organisation is also
termed as Tesco Direct.
On the other hand, Sainsbury
has more then 500
supermarkets and 700
convenience store that
provides regular services to its
customers. Organisation also
provides home delivery and
online purchasing option that
enhances organisational
customer base. Sainsbury has

Hence, organisation uses
different channels to reach
customers.
13 regional distribution centres
and 2 national distribution
centres.
Promotion Tesco uses television,
newspaper, advertising and
social media platforms to
promote its outlets to attract
and influence customers
towards brand. Respective
organisation also biggest
spender on traditional
advertising that helps business
to improve sales ratio.
Sainsbury uses above the line
and below the line promotional
strategies for drag attention of
customers towards brand.
Organisation uses broadcast
media line television and radio
for promotion (Nguyen, and
Harrison, 2019). It also
implements sales promotion,
database marketing, social
media channels and
promotional campaigns to
spread awareness regarding
products.
Process Process is defined as the set of
activities that are performed to
achieve determined goals and
objectives. Tesco creates
standardised process to
accomplish specific task like
processing customer's order.
Tesco implements self-service
machines to make payment.
Sainsbury starts online
shopping for its customers that
is very convenient and
provides click and collection
facility to customers. There are
various changes in pricing and
delivery process are done that
enhance organisation customer
loyalty.
Physical evidence Physical evidence includes
tangible or non-tangible
representations of business
such as furniture, business
Sainsbury has excellent store
designs and layouts that helps
business to address customers
needs and demands.

cards, menu, equipments and
logos. Tesco has efficient logo
that differentiate organisation
from other competitors. It
helps customers to find
organisational products. There
are different online websites
also develop by organisation
that are easy to operate.
Organisation provides quality
of baskets and trolleys that
provides effective shopping
experience to customers.
People Tesco has approximately
4,20,000 people who plays
important role in attaining
business determined goals and
objectives (Oltarzhevskyi,
2019). Tesco invest huge
money in providing training
and development opportunities
to employees. Tesco provides
rewards to employee that
motivates them to retain with
organisation.
Sainsbury has trained experts
and professional who perform
operations efficiently to attain
business objectives.
Organisation provides training
to employees to they can
perform business operations in
efficient manner.
An evaluation of how the marketing mix contributes to the success of the organisation in meeting
their overall business objectives
Marketing mix is defined as the framework that includes various marketing activities and
actions that enable business to serve customers according to their needs and demands. Tesco
provides variety of products to customers that help it to cover higher market share and attract
number of customers towards brand. As respective organisation adopts cost leadership pricing
strategy through which business provide quality products to customers at affordable price that
enhance organisational customer base (THIS, 2020). Tesco provides its products through online

and offline modes that enable business to reach large customer base. Through using offline and
social media platform business can spread awareness regarding organisational products and
service in market that help to meet determined goals and objectives in efficient manner.
Organisation uses standardised process that enable it to perform business operations in efficient
manner. Tesco appoint skilled employees and provide them training that enhance their
contribution towards attaining business goals and objectives. Overall, implementation of efficient
marketing mix strategies help business to attract customers and accomplish determined
operations in efficient manner.
Recommendations
 It is recommended to Tesco to develop long-term marketing plan with having clear goals
and objectives as well as communicate it to all hierarchical level of organisation. It helps
organisation to complete marketing objectives in efficient manner.
 Tesco should experiment, test and measure different marketing approaches to attain
business goals and objectives in efficient manner. Organisation should enhance its
investment in social media marketing because it improve organisational interaction with
customers.
 It is recommended to Tesco to establish key marketing metrics that provide guidance to
employees and lead their efforts in right direction (Wirtz, and Lovelock, 2021). It is
suggested to organisation to concentrate on ROI of marketing campaigns that help
business to improve brand image and identity in specific market place.
 Tesco should establish cross-department workflow that helps business to improve
marketing operations. In the process of conducting marketing operations, it is important
to keep all needs, demands and preferences of customers in mind that help to provide
them better experience with organisation and retain for longer period of time.
CONCLUSION
As per the above report, it can be concluded that marketing is the essential thing that help
business to attracts customers, identify their needs and demands as well as provide them products
accordingly that retain them with organisation for longer period of time. Marketing helps
business to attain whole organisational objectives in efficient manner through communicating
products information to customers that attracts them towards brand. Marketing is the process of

getting potential clients and bring customers efforts in business products for creating higher
customer base and market share

REFERENCES
Books and Journals
Barzotto, M. and De Propris, L., 2019. Skill up: smart work, occupational mix and regional
productivity. Journal of Economic Geography, 19(5), pp.1049-1075.
Borgardt, E., 2019. Extending Means-End Chain theory by integrating a self-concept approach
and behavioural perspective model. Zeszyty Naukowe Uniwersytetu Ekonomicznego w
Krakowie, 979(1), pp.47-61.
Gotteland, D., Shock, J. and Sarin, S., 2020. Strategic orientations, marketing proactivity and
firm market performance. Industrial Marketing Management, 91, pp.610-620.
Homburg, C., Theel, M. and Hohenberg, S., 2020. Marketing excellence: nature, measurement,
and investor valuations. Journal of Marketing, 84(4), pp.1-22.
Klimanov, D. and Tretyak, O., 2019. Linking business model research and marketing: new
network-based approach to business model analysis. Journal of Business & Industrial
Marketing.
Li, F., Larimo, J. and Leonidou, L.C., 2021. Social media marketing strategy: definition,
conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of
Marketing Science, 49(1), pp.51-70.
Nguyen, H. and Harrison, N., 2019. Leveraging customer knowledge to enhance process
innovation: Moderating effects from market dynamics. Business Process Management
Journal.
Oltarzhevskyi, D.O., 2019. Typology of contemporary corporate communication
channels. Corporate Communications: An International Journal.
THIS, T.M.I.L., 2020. Strategic Marketing Planning. Hashtags and Headlines: Marketing for
School Leaders, p.29.
Wirtz, J. and Lovelock, C., 2021. Services marketing: People, technology, strategy. World
Scientific.

PART-2
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives
Organizational mission: Mission of Tesco is to be champion for customers. Core
purpose of organization is to serve Britain's shoppers a little better everyday. Mission statement
of Tesco is 'We make what matters better, together.'
Corporate strategy: Tesco's corporate strategy is to expanding business into a
combination of acquisitions of new stores, retail services as well as adopt the needs of customers.
Major aim of Tesco business model is to serve not the customers of UK but around the whole
world.
Objectives: Objective of Tesco is to provide groceries, electronic and clothing products
and services to customers through online shopping. Aim of organization is to become leading
retail supermarket through provide quality products.
Strategic marketing plan is developed by the Tesco that involve clear goals, objectives,
analyze internal and external business factors, implementation of planning and measuring the
progress (Alshaikh, Maynard, and Ahmad, 2020). Respective organization develop business
marketing strategic plan according to business objectives, proper implementation of plan helps
business to attain determined mission and objectives on time with efficiency.
Clear and SMART marketing objectives
 To enhance business sales by 20%
 To enhance organisational revenue by 15%
 To expand product portfolio to attract large customer value
Marketing research to support the new product line launch
Tesco launches organic fruits combo in stylish packaging in basket that attract number of
customers towards organization. These organic fruits are reach in flavor and have value for
customers. Respective organization conducts proper marketing research before taking decision to
launch new food product line. Tesco gather qualitative and quantitative information regarding
customer's needs, demands and preferences that enable business to gain higher market share and
customer base.

A situational analysis
Marketing audit
SWOT analysis:
Strengths
 Tesco is the biggest grocery store in
Britain that has efficient network of
suppliers that help business to attain the
objectives of profitability. Tesco covers higher market share of
UK market and has existence in 14
countries of Europe that make it strong
brand.
Weaknesses
 Weak operational performance in
certain stores is the weakness of Tesco.
Due to weak performance organisation
gain low profits.
 Profitability ratio of Tesco is getting
affected due to high credit card debts.
Tesco adopts low-cost technique that
reduce organisational profitability.
Opportunities
 Online shopping shops and home
delivery are the options that provide
opportunity to business through
enhancing sales. Tesco partnering up with other brands
attain the objectives of growth and
development. It helps business to come
up with better products and services.
Threats
 National economic crisis, government
regulations and pandemic of Covid-19
create threat for organisational
operations (Burhan, and Mansur, 2020).
 Competition is the biggest threat which
is faced by the Tesco. Competitors such
as Sainsbury, Aldi and various other
impact business performance and
functionality.
PESTLE analysis:
Political factors: Tesco operates its operations at global level so, global political factors
impacts business operations and performance. These factors includes stability of country, act and
legislation and taxation rates. Organization consider these factors in policies and strategies.
Economic factors: Economic factors are the main concern of Tesco as business cost,
demand, profits and prices depends on it. Respective organization being aware regarding policies
and regulations that help business to perform in efficient manner.

Social factors: Regular and rapid changes in societal norms, cultural factors and and
consumer behaviors impacts business performance and functionality. Now these days, customers
are more aware regarding health issues so business take business operations decisions more
consciously.
Technological factors: Advancement in technology being various opportunity for Tesco.
Organization starts online shopping and home delivery that help business to higher market share
and customer base. Along with that business uses self-service checkout pints that enhance
customers shopping experience and provide competitive advantages to organization.
Legal factors: Government policies and legislation impacts the performance level of
Tesco (Heath and McKechnie, 2019). These rules and legislation are regularly changing so,
respective organization align them with business operations that protect business from legal
penalties and fines.
Environmental factors: In current business environment, address environmental issues
put great pressure in business. Tesco makes efforts towards reducing carbon footprints on
environment and minimize waste production that lead it towards success.
5C analysis:
It includes 5 key 'C's and each C represents a major elements that is related to business
model. These elements are mentioned below: Company: Company consist product line, culture, goals as well as image in market.
Major objective of this is to maintain better positioning of organization in market
through meeting customers needs and demands. Tesco is the leading supermarket that
provides quality products to its customers that develop its strong brand image. Collaboration: Collaborators can be people or business that help business to attain
determined goals and objectives in efficient manner. Suppliers or distributors of Tesco
that enable it to reach right products to customers at right time. Customers: Customers plays important role in business growth and success. It is
important for Tesco to identify customers and satisfy their needs and demands for
retaining them with organization for longer period of time (Heikkilä, 2020). Competitors: competitors are the organization that provides similar products and
services in market. Tesco analyses competitors activities and strategies that enable

business to perform in efficient manner gain competitive advantages. Competitors of
Tesco are Sainsbury, Aldi and others.
 Climate: In climate various external environmental factors are included that impacts
business operations. Tesco analyses cultural trends, social changes, technological factors
and various other in business strategies to run business in right direction.
Competitor analysis
Competitors analysis is related to determining organizational competitor's marketing
strategies, market share, strengths, weaknesses, pricing strategies and culture as well as customer
reviews. It is strategic management that help business to analyze current and potential
competitors and provide both offensive and defensive strategy to identify opportunities and
threats. Tesco faces competition from Sainsbury, Aldi and other brand. To face competition, it is
important for Tesco to develop unique value proposition that differentiate brand from other
competitors. Through analyze competitors strategy organization can develop its own strategy that
provides competitive advantages to business (Holub,2021). There are several steps are followed
by the Tesco in the process of analyzing the competitors such as defining the industry, determine
competitors, determine the customers who are beneficial for organization, analyze key strengths
of competitors, rank the key success factors through providing weighting than each competitors
are rated on the bases of key success factors.
Sub-segments
STP model:
Segmentation: Segmentation is defined as the dividing whole market into small segments
of according to similar characteristics and other aspects. Tesco segments market on the bases of
geographic (UK and other 13 countries), demographic ( all age categories, both male and
female), behavioral (regular occasion, sceptical and positive attitude customer) and psycho-
graphic aspects.
Targeting: Targeting is defined as the selecting appropriate market segment that contains
high growth potentiality. Tesco targets the segments that are most likely to generate desired
conversion. It helps business to provide relative products to customers that enhances their loyalty
level towards brand. Organization targets health conscious customers for its organic fruit combo.

Positioning: Positioning is defined as the developing differentiated image in the minds of
customers. Through provide quality products and services at affordable price, Tesco maintains
strong and efficient positioning in specific market place.
New product value-proposition
A product value proposition is defined as the statement that articulate product's features,
user as well as differentiation with considering customer's problems, wants and needs. As
organization develop new product such as organic fruit combo so organization create product
value-proposition in the eyes of customers (Hutt, and Speh, 2021). The process of value-
proposition is mentioned below:
Consumer profile
 Job to be done: Tesco analyse customers needs demands and preferences to develop
products. In the context of food products customers demand id very high so organisation
need to understand that and provide suitable product.
 Gains: It is defined as the positive buying behaviour of customers towards brand. Tesco
launches organic fruit combo that fulfil needs and demands of health conscious
customers. Pains: It is related to the component of customer experience that is annoying for
customers. Time consuming customer service, late delivery and faulty items are some
factors that create pains for customers.
Value proposition
 Products and services: It concentrates on products and services that are offered by the
organisation. Tesco provides organic fruit combo which delicious and rich in taste in its
own label.
 Gain creators: Home delivery and online shopping are the options that enhances
organisations value-proposition in the eyes of customers. It attract customers towards
organisation.
 Pain reviler: Tesco provides its new organic fruit combo at higher price that impacts on
value-proposition of organisation in negative manner. Organisation has skilled and
experienced employees who provide quality shopping experience to customers that is the
pain reliever for organisation.

Development of the marketing strategies applied to the extended marketing mix
There are various marketing strategies are applied by the Tesco in marketing mix.
Respective organization uses cost-leadership strategy that enable business to provide products to
customers at lower price. To promote organizational products, Tesco uses online and offline
marketing strategies that help business to reach large customer base. Organization uses
standardized set of activities to perform operations in efficient manner.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Tactical actions
Identifying appropriate control and monitoring measures
Tesco uses different types of controlling and monitoring measures to evaluate business
performance. Some matrices that are use by organization are mentioned below:
Return on Marketing Investment (ROMI): It is defined as the performance measurement
technique to determine the financial value attributable to specific set of marketing initiatives
which is divided by marketing invested. It helps Tesco to control and predict future cash flow,
improve effectiveness of marketing and build trust level. It enable business to review marketing
budget, take efficient market campaign decisions and allocate appropriate funds among
marketing activities.

Customer Lifetime Value (CLV): It represents future value of future cash flow or the
value of business attributed to the customers during the entire relationship with organization. It is
important metrics that help business to take efficient decisions regarding product development,
sales, marketing and customer support. It helps Tesco to retain customers with organization
through provide quality products and services. It is used by the organizational marketing
managers at the time of acquiring customers. CLV should be greater then the cost of acquiring
customers than it provide benefits to organization.
Media budget
A media budget
Marketing activities Expenses (In Euros)
Marketing research 2500
Owned media (Blogs) 2000
Video advertisement (You Tube) 1500
Social media marketing ( Facebook) 1000
Recruitment (Full-time) 1500
Recommendations and rationale for selected and integrated multi-media activities
Business uses different types of media channels for the purpose of promoting
organizational products and services in market. It helps business to attain determined marketing
goals and objectives in efficient manner (Park, 2020). Tesco uses multi-media activities that
provides competitive advantages to business. Recommendation of multi-media activities are
explained below:
 It is suggested to Tesco to implement video advertising to promote business products and
services. You-Tube is the platform which is used by the organizations. It facilitates
business to influence customers more efficiently.
 Tesco should improve its investment on social media marketing because it help business
to make connection with customers, understand their needs and demands and create high
website traffic. Facebook is mostly used by Tesco.

Appropriate digital, offline and social media channels for communication Digital channels are defined as the platforms in which organizational promotes their
products and services through using internet. Tesco uses display marketing, search engine
marketing and email marketing (Kaiyp, and Alimanova, 2020). Display marketing
attracts large number of customers with the help of displaying information and quality of
products. Offline channels are the channels of communication such as television, advertisements,
radio and pamphlets and print media. Television is the suitable platform that help
business to cover higher market share.
 Social media channels includes various platform through which business promote its
products and services such as Facebook, Snap chat, Whats app, YouTube and others.
YouTube is the platform that is used by the Tesco because it has high followers.
Multi-media plan based on quantitative and qualitative criteria
Multi-media plan is defined as the marketing techniques that enable business to promote
brad by using one or more media channels. Multi-media is related to different marketing
platforms such as print media, television advertisement, social media and others to reach high
number of customers. It helps business to attain qualitative and quantitative information related
to customers that enable business to develop products accordingly. Organization develop multi-
media plan on the bases of qualitative and quantitative information that is collected in marketing
research.

REFERENCES
Books and Journals
Alshaikh, M., Maynard, S.B. and Ahmad, A., 2020, August. Security education, training, and
awareness: Incorporating a social marketing approach for behavioural change.
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Burhan, G.F. and Mansur, A., 2020. Marketing Strategy Planning Based on Customer
Value. PROZIMA (Productivity, Optimization and Manufacturing System
Engineering), 4(2), pp.29-40.
Heath, T. and McKechnie, S., 2019. Sustainability in marketing. In Incorporating Sustainability
in Management Education (pp. 105-131). Palgrave Macmillan, Cham.
Heikkilä, J., 2020. Creating a Marketing Plan for a Social Alarm Company.
Holub, K., 2021. Company operating in a B2B market: case study on marketing
communication (Doctoral dissertation).
Hutt, M.D. and Speh, T.W., 2021. Business marketing management: B2B. South-Western,
Cengage Learning.
Kaiyp, K. and Alimanova, M., 2020. Improving indicators of digital marketing using artificial
intelligence. Suleyman Demirel University Bulletin: Natural and Technical
Sciences, 52(1).
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.