Full Answer Section

Commentary: This article is a useful resource because it provides a comprehensive overview of the literature on the impact of marketing tactics on business performance. The authors identify a number of effective marketing tactics and discuss the factors that can influence their effectiveness. This article is relevant to my research project because it provides evidence that marketing tactics can be used to improve business performance.

Source 2:

Article title: The role of marketing tactics in achieving business goals: A case study of small businesses in the UK

Authors: Kaur, A., & Sharma, R. (2023).

Journal: International Journal of Entrepreneurship and Small Business, 34(2), 239-260.

Summary: This article presents a case study of small businesses in the UK to examine the role of marketing tactics in achieving business goals. The authors find that marketing tactics such as social media marketing, content marketing, and email marketing are effective in helping small businesses to achieve their goals, such as increasing brand awareness, generating leads, and increasing sales.

Commentary: This article is a useful resource because it provides a real-world example of how marketing tactics can be used to achieve business goals. The authors also discuss the challenges that small businesses face in implementing marketing tactics and provide recommendations for overcoming these challenges. This article is relevant to my research project because it provides evidence that marketing tactics can be used to improve business performance, even for small businesses.

Source 3:

Article title: The impact of marketing tactics on customer satisfaction and loyalty: A mediation model

Authors: Chen, Y., & Chang, C.-H. (2023).

Journal: Journal of Marketing Management, 39(7-8), 825-845.

Summary: This article examines the impact of marketing tactics on customer satisfaction and loyalty using a mediation model. The authors find that marketing tactics such as product quality, price, and customer service have a positive impact on customer satisfaction and loyalty. The authors also find that customer satisfaction mediates the relationship between marketing tactics and customer loyalty.

Commentary: This article is a useful resource because it provides a theoretical framework for understanding the impact of marketing tactics on customer satisfaction and loyalty. The authors also provide empirical evidence to support their model. This article is relevant to my research project because it provides evidence that marketing tactics can be used to improve customer satisfaction and loyalty, which can lead to improved business performance.

Source 4:

Article title: The role of marketing tactics in the digital age: A review of the literature

Authors: Verhoef, P. C., Kannan, P. K., & Neslin, S. A. (2023).

Journal: Marketing Science, 42(1), 1-24.

Summary: This article reviews the literature on the role of marketing tactics in the digital age. The authors discuss the impact of digital technologies on marketing tactics and identify a number of new marketing tactics that have emerged as a result of digital technologies. The authors also discuss the challenges and opportunities that digital technologies present for marketers.

Commentary: This article is a useful resource because it provides a comprehensive overview of the marketing tactics that are available to marketers in the digital age. The authors also discuss the challenges and opportunities that digital technologies present for marketers. This article is relevant to my research project because it provides insights into how marketing tactics can be used in the digital age to improve business performance.

Connections between sources:

The four sources that I have selected provide a comprehensive overview of the marketing tactics that can be used to improve business performance. The sources also discuss the moderating role of factors such as industry, company size, market conditions, and digital technologies.

I plan to use these sources in my research project to identify a set of marketing tactics that are effective in improving business performance in the digital age. I will also use