A Comprehensive Literature Review on the Effect of Using Emerging Marketing Strategies on Marketing Innovation Performance of Most Promising Industries in Sri Lanka during the COVID-19 Pandemic

Abstract

Marketing is a vital concept in management. That means it is not sticked into communicating and promoting about the products to the customers. Rather than that marketing activities are engaged with every other aspect in a business. In order to that, every business should have a clear image on marketing which is related to both internal and external activities of the business. After the revolution of globalization, all the business entities including, large and small businesses, global and local businesses, traditional and innovative businesses and as well as the state owns and private businesses have to play entirely in one market. In order to that, most of the companies currently working with holistic approach in order to facing the challenges on marketing like, maintaining a satisfying demand, keep the reputation and lead the competitiveness. So, if we deeply study these things, we will realize that the role of the marketing is highly diversified and spread in a wide area. On the other hand, there we can find a variety of marketing strategies because of digitalization. For example, premium pricing and visual merchandising can be taken as modern marketing strategies which are used to attract potential and existing customers. Therefore, this study is targeting on reviewing how different industries implemented different marketing strategies in Sri Lanka in the recent pandemic situation.