Table 1 Relevant definitions informing the research question and search method
Term | Definition |
|---|---|
Marketing | “the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large” [3] |
Marketing mix (4Ps) | Product, price, promotion, place [5] |
Marketing strategy | “An over-riding directional concept that sets out the planned path” [29] “Lays out target markets and the value proposition that will be offered based on an analysis of the best market opportunities” [7] |
Integrated marketing communications | “A strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.” [30, 31] |