Open research questions in Marketing and Advertising Strategies

What the literature leaves open

• One obvious conclusion to be drawn from the re view of empirical evidence germane to our proposi tions is that in every case evidence is sparse and rid dled with limitations.

  Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework · 1987 · DOI

• Thus also organizations in countries where these machines still are sparse or non-existent should be on the alert with respect to this new sales instrument.

  The use of electronic media for advertising and selling: A consumer policy outline · 1987 · DOI

• The study is limited to pharmaceutical retail firms in Nairobi, Kenya. The study uses a mixed-method approach, which may have limitations in terms of generalizability. The study does not provide a comprehensive analysis of the challenges faced by pharmaceutical retail firms in adopting AI.

  The Role of Artificial Intelligence in Integrated Marketing Communications: An Evaluation of Pharmaceutical Retail Firms in Nairobi County, Kenya · 2026 · DOI

• Future studies can investigate the impact of AI on customer engagement and satisfaction in pharmaceutical marketing. Future research can explore the challenges faced by pharmaceutical retail firms in adopting AI and provide insights into the strategies that can be used to address these challenges.

  The Role of Artificial Intelligence in Integrated Marketing Communications: An Evaluation of Pharmaceutical Retail Firms in Nairobi County, Kenya · 2026 · DOI

• Future research can examine the influence of IMC on brand equity in other Islamic banking institutions. Future research can use a qualitative approach to capture the nuances of the research topic. Future research can examine the effect of other marketing communication strategies on brand equity.

  Pengaruh Integrated Marketing Communication (IMC) terhadap Brand Equity pada PT.BPR Syariah Ampek Angkek Candung · 2026 · DOI

• Research specifically examining the influence of advertising, sales promotion, public relations, direct marketing, personal selling, and event and experience on brand equity in Islamic banking institutions remains limited. There is a need for more studies on the influence of IMC on brand equity in Islamic banking institutions.

  Pengaruh Integrated Marketing Communication (IMC) terhadap Brand Equity pada PT.BPR Syariah Ampek Angkek Candung · 2026 · DOI

• Rapid transformation of consumer behavior in Indonesia has further intensified competitive pressures. Companies must integrate diverse marketing strategies that address functional, emotional, and digital consumer touchpoints. Limited product innovation remains a strategic weakness that needs to be addressed.

  Integrated Marketing Communication, STP, and SWOT Strategies in Enhancing Garudafood's Competitiveness · 2026 · DOI

• Future research should investigate the impact of IMC, STP, and SWOT strategies on other companies in the food and beverage industry. Studies should explore the role of digital marketing and e-commerce in enhancing competitiveness.

  Integrated Marketing Communication, STP, and SWOT Strategies in Enhancing Garudafood's Competitiveness · 2026 · DOI

• Further studies can be conducted to analyze the marketing strategies of other small businesses in Indonesia. Future research can examine the impact of digital promotion support on customer loyalty and satisfaction.

  Analisis Strategi Pemasaran UMKM Minuman Es Teh Tamsos · 2026 · DOI

• The lack of studies on the marketing strategies of small businesses in Indonesia. The need to identify the key factors that contribute to the success of small businesses in Indonesia.

  Analisis Strategi Pemasaran UMKM Minuman Es Teh Tamsos · 2026 · DOI

• The study does not provide a comprehensive analysis of the impact of marketing communication on consumer behavior. The research is limited to a single case study, which may not be generalizable to other contexts.

  Marketing Communication Strategy for Building Graha Padjadjaran Developer’s Corporate Image in Depok · 2026 · DOI

• The study identifies a gap in the understanding of how marketing communication strategies can be used to build a positive corporate image in the property development industry. The research highlights the need for further study on the impact of marketing communication on consumer behavior.

  Marketing Communication Strategy for Building Graha Padjadjaran Developer’s Corporate Image in Depok · 2026 · DOI

• SMEs face challenges in adapting to market fluctuations. SMEs have limited resources and capabilities to implement effective digital media marketing strategies. The creative industry sector is highly competitive, making it challenging for SMEs to sustain a competitive edge.

  Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · 2026 · DOI

• The study only examined SMEs in the creative industry sector in Indonesia. The sample size was limited to 150 respondents. The study used a descriptive quantitative methodology approach, which may not provide in-depth insights into the phenomena studied.

  Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · 2026 · DOI

• Sneew relies on social media and word-of-mouth promotion for marketing. The use of digital platforms can improve marketing activities and increase competitiveness.

  IMPLEMENTASI DIGITAL MARKETING BERBASIS WEB UNTUK MENINGKATKAN PEMASARAN UMKM SNEEW · 2026 · DOI

• The lack of a platform to aggregate astrotourism experiences in the outermost regions of the EU

  D3.3 – REPORT ON THE PRODUCT DEVELOPED INCLUDING A MARKETING & BUSINESS PLAN · 2026 · DOI

• The study identifies the challenge of promoting retail investor participation in the Nairobi Securities Exchange. The research highlights the importance of addressing the knowledge gap that deters retail participation.

  Influence of Marketing Innovation by Capital Market Intermediaries on Retail Investor Participation in the Nairobi Securities Exchange · 2026 · DOI

• Future research could explore the potential applications of the study's findings in other contexts. The study's results could be used to inform the development of marketing strategies aimed at increasing retail investor participation in other markets.

  Influence of Marketing Innovation by Capital Market Intermediaries on Retail Investor Participation in the Nairobi Securities Exchange · 2026 · DOI

• There is a need to understand the marketing communication strategies used by fashion retailers to increase sales. There is a lack of studies on the effectiveness of marketing communication strategies in the fashion retail industry.

  Komunikasi Pemasaran dalam meningkatkan Penjualan pada Toko Outfit Branded Store (OBS) · 2026 · DOI

• Infrastructure challenges, such as poor internet and high data costs, - Limited strategic utilization of digital tools, - Lack of formal social media strategies for sales departments

  Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities · 2026 · DOI

• The gap between adopting digital tools and using them strategically is a critical challenge in SME digital marketing. The post-adoption phase remains largely neglected in existing literature.

  Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities · 2026 · DOI

• The shift from traditional market communication to a more dynamic, data-driven market has yet to be assessed within a conceptual framework. Recent studies indicate that language barriers still exist despite technological advances.

  Techno-linguistic market communication framework · 2026 · DOI

• The existing literature on digital marketing and small-scale businesses in Nigeria is fragmented. There is a need for a comprehensive framework to understand the relationship between digital marketing and business performance.

  The Impact of Digital Marketing on the Performance of Small-Scale Businesses in Nigeria · 2026 · DOI

• Future research can explore the use of storytelling on other social media platforms. Future research can investigate the impact of storytelling on consumer behavior.

  Storytelling pada Konten TikTok sebagai Strategi Komunikasi Pemasaran Batik Lokal · 2026 · DOI

• There is a gap in the understanding of storytelling as a marketing communication strategy on TikTok. There is a need to study the use of cultural narratives and education in storytelling.

  Storytelling pada Konten TikTok sebagai Strategi Komunikasi Pemasaran Batik Lokal · 2026 · DOI

Most-cited papers in Marketing and Advertising Strategies

• A Paradigm for Developing Better Measures of Marketing Constructs · Journal of Marketing Research · 1979 · 4,401 citations
• The Changing Role of Marketing in the Corporation · Journal of Marketing · 1992 · 3,371 citations
• Marketing as Exchange · Journal of Marketing · 1975 · 2,175 citations
• Communication Strategies in Marketing Channels: A Theoretical Perspective · Journal of Marketing · 1990 · 1,963 citations
• Transaction Cost Analysis: Past, Present, and Future Applications · Journal of Marketing · 1997 · 1,896 citations
• No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality · Journal of Marketing · 2000 · 1,682 citations
• A Generic Concept of Marketing · Journal of Marketing · 1972 · 1,468 citations
• A Framework for Conceptual Contributions in Marketing · Journal of Marketing · 2011 · 1,397 citations
• A Communication-Based Marketing Model for Managing Relationships · Journal of Marketing · 1998 · 1,240 citations
• From Marketing Mix to Relationship Marketing · Management Decision · 1994 · 1,180 citations

Most recent work

• Affiliate marketing: a systematic synthesis of literature and a framework development · Marketing Intelligence & Planning · 2026
• Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · Verslas teorija ir praktika · 2026
• The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC) · Technological Forecasting and Social Change · 2026
• The Role of Artificial Intelligence in Integrated Marketing Communications: An Evaluation of Pharmaceutical Retail Firms in Nairobi County, Kenya · European Journal of Business and Strategic Management · 2026
• Pengaruh Integrated Marketing Communication (IMC) terhadap Brand Equity pada PT.BPR Syariah Ampek Angkek Candung · ARZUSIN · 2026
• Integrated Marketing Communication, STP, and SWOT Strategies in Enhancing Garudafood's Competitiveness · Journal of Business Social and Technology · 2026
• Strategi Komunikasi Pemasaran Photoplace melalui Kolaborasi Template dengan Arlo dalam Penguatan Brand Awareness · Journal of Creative Student Research · 2026
• Analisis Strategi Pemasaran UMKM Minuman Es Teh Tamsos · EKONOMIKA45 Jurnal Ilmiah Manajemen Ekonomi Bisnis Kewirausahaan · 2026
• Using a Benchmark Perspective to Analyze Corporate Social Marketing Initiatives in India · Social Marketing Quarterly · 2026
• Marketing: A Sociological Approach · Journal of Cultural Economy · 2026

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