Integrating Marketing Strategies Integrating Marketing Strategies for Sustainable Customer Experiences
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Abstract
Successful business management requires a holistic perspective on the execution of marketing strategy. This article examines contemporary marketing strategies, focusing on five core components: 1) target customer insights, 2) the customer journey, 3) seamless omnichannel touchpoints, 4) customer experience design, and 5) customer-perceived value experiences. By analyzing the interconnectedness and causality of these elements, this study integrates them into a cohesive framework. The process initiates with customer insights to understand true consumer needs, links to the customer journey, and incorporates seamless omnichannel execution alongside intentional experience design. Ultimately, this integration yields a customer-perceived value experience. The findings reveal that creating a unified strategy must begin with specific consumer insights. Marketers must comprehensively analyze demographics, interests, preferences, needs, attitudes, behaviors, and the underlying motivations driving purchasing decisions. Furthermore, the customer journey reflects brand experiences shaped by interactions across all touchpoints throughout the decision-making process. When businesses bridge physical and online communication and purchasing channels with meticulously designed experiential marketing, they can effectively deliver a customer-perceived value experience. Consequently, this fosters deep customer engagement and builds long-term brand loyalty, achieving the ultimate goal of marketing management: sustainable customer retention.
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เนื้อหาและข้อมูลในบทความที่ลงตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นข้อคิดเห็นและความรับผิดชอบของผู้เขียนบทความโดยตรง ซึ่งกองบรรณาธิการไม่จำเป็นต้องเห็นด้วย หรือร่วมรับผิดชอบใดๆ
บทความ ข้อมูล เนื้อหา รูปภาพ ฯลฯ ที่ได้รับการตีพิมพ์ในวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ถือเป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง หากบุคคลหรือหน่วยงานใดต้องการนำบทความทั้งหมดหรือส่วนหนึ่งส่วนใดไปเผยแพร่ต่อ หรือเพื่อกระทำการใดๆ จะต้องได้รับอนุญาตเป็นลายลักษณ์อักษรจากวารสารบริหารธุรกิจและสังคมศาสตร์ มหาวิทยาลัยรามคำแหง ก่อนเท่านั้น
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