Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal International Journal Administration, Business & Organization
Sandriyan, Muhammad
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Evolution of Marketing Strategy: Integrating Marketing Theory and Behavioural Theory through Literature Review Firasghani, Muhammad Almy; Suryati, May; Arfiq, Muhammad; Sandriyan, Muhammad; Gustina, Ni Luh Zallila
International Journal Administration, Business & Organization Vol 6 No 3 (2025): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.25.560

Abstract

The marketing landscape has experienced considerable changes over the years, largely due to the merging of marketing theory with behavioural theory. This journal article seeks to investigate the progression of marketing strategies by addressing crucial questions such as: How have marketing theories evolved in response to shifting consumer behaviours? What influence does behavioural theory have on the development of effective marketing strategies? The primary approach taken in this literature review is a systematic examination of existing research, incorporating a wide range of studies that highlight the convergence of marketing and behavioural theories. The results indicate that incorporating behavioural insights into marketing strategies significantly boosts their effectiveness, especially in the realm of social marketing. The challenges and opportunities present in social marketing, illustrating that behavioural methods can result in notable improvements in public health outcomes. That interventions using social marketing techniques lead to quantifiable behavioural changes within the general population. In summary, the amalgamation of marketing and behavioural theories enhances the comprehension of consumer dynamics while providing marketers with innovative strategies to effectively engage and influence their target audiences. This article contributes to the ongoing dialogue regarding the evolution of marketing, offering valuable insights for both academics and practitioners aiming to navigate the intricacies of contemporary marketing environments.
Co-Authors Arfiq, Muhammad Firasghani, Muhammad Almy Gustina, Ni Luh Zallila Suryati, May