Volume : 2, Issue : 4, APR 2016

MARKETING STRATEGY CHOICE BASED ON ERP MARKET DEVELOPMENT STAGES: EVIDENCE FROM INDIA (KERALA)

Dhesinghraja. J, Mr. Afsal Navas, Mr. Anoop

Abstract

This study takes the main ERP (Enterprise Resource Planning) developers in India as the research object, and carries out a large number of analyses on their marketing strategies, so as to come to the conclusion that the choice of ERP marketing strategy must be matched with product features and market stages. The author believes that, as a special product, the marketing strategies of ERP are significantly different from that of traditional products. This study summarizes the commodity features of ERP, and divides ERP market into four phases according to the milestone events, which are considered as two innovative points in this paper. Based on this study, the author suggests that the value marketing strategy should be adopted in the mature phase of Indian ERP market. This paper provides an empirical supports for Indian ERP enterprises to select marketing strategies.

Keywords

ERP, Product feature, Market stage, marketing strategy.

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Article No : 28

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