Affiliations:
College of Management and Business Technology, Nueva Ecija University of Science and Technology, Cabanatuan City, Philippines
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.
Technology-based marketing, Retail enterprises, Strategy implementation, Business performance, Digital readiness
https://doi.org/10.21833/ijaas.2025.11.024
Fronda, J. G. (2025). Technology-based marketing strategies for retail growth and competitive positioning. International Journal of Advanced and Applied Sciences, 12(11), 258–267. https://doi.org/10.21833/ijaas.2025.11.024