International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 11 (November 2025), Pages: 258-267

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 Original Research Paper

Technology-based marketing strategies for retail growth and competitive positioning

 Author(s): 

 Jennifer G. Fronda *

 Affiliation(s):

 College of Management and Business Technology, Nueva Ecija University of Science and Technology, Cabanatuan City, Philippines

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 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0007-4831-5123

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.11.024

 Abstract

This study explored the implementation and impact of technology-based marketing strategies among retail enterprises in Nueva Ecija. Using a descriptive-correlational research design, it assessed the extent to which businesses apply strategic practices in procurement, promotion, sales, and distribution, and examined how these practices influence productivity, financial performance, market reach, and competitive advantage. Findings showed that procurement, promotion, and sales strategies were highly implemented, while distribution strategies were only moderately applied. Pearson’s correlation analysis revealed strong positive relationships between the implementation of these strategies and business performance. Despite these strengths, gaps were observed in logistics integration, brand differentiation, and digital readiness. In response, a marketing development strategy was proposed that includes digital procurement, online promotional tools, personalized selling, technology-driven distribution, and performance analytics. Overall, the study highlights the importance of investing in digital infrastructure and training to support sustainable retail growth in a competitive, technology-driven market.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Technology-based marketing, Retail enterprises, Strategy implementation, Business performance, Digital readiness

 Article history

 Received 5 July 2025, Received in revised form 1 November 2025, Accepted 6 November 2025

 Acknowledgment

The author expresses their sincere gratitude to the retail business managers and marketing officers who participated in the study, as well as to local business associations in Nueva Ecija for their cooperation. Special thanks are also extended to academic advisers and panel members who provided critical feedback and guidance throughout the research process. 

 Compliance with ethical standards

 Ethical considerations

This study adhered to established ethical research standards. Informed consent was obtained from all participants prior to their inclusion in the study. Participation was voluntary, and respondents were assured of anonymity and confidentiality of their responses. No personally identifiable information was collected. The research complied with the provisions of the Data Privacy Act of 2012 (Republic Act No. 10173) of the Philippines.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Fronda JG (2025). Technology-based marketing strategies for retail growth and competitive positioning. International Journal of Advanced and Applied Sciences, 12(11): 258-267

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