Pioneering Digital Marketing: How Service Sector Companies in Bangladesh are Re-redesigning Their Marketing Strengths

Preeti Mehra and Tanvirul Islam Mahim

Chapter 20 in Market Dynamics and Strategies in a Post-Crisis World:Navigating a World in Flux, 2025, pp 259-273 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Pioneering marketing is one of the contemporary approaches to marketing. It is a collective approach that emphasizes incessant enhancement and the attainment of success. It is a very reactive approach that emphasizes proactivity. It is a newer concept, and businesses are gradually getting themselves acclimatized to this approach. In Bangladesh, the education sector is evolving. People are now not sticking to basic academic education and have rather shifted to pursuing higher studies as well. It is a great opportunity for education consultancy firms to entice customers and offer them diverse services that will fulfil these demands. It has been observed that these consultancy firms are using different marketing approaches to create awareness of their services and also serve their customers in a better way. This is an agile way of marketing. The study explores digital marketing strategies that are followed by education companies in Bangladesh to achieve better outcomes. An attempt has also been made to understand how they are reengineering their marketing efforts. Institution owners or managers are assessed based on their attitudes towards marketing efforts. The sample consisted of 10 education consultancy firms promoting higher education for diverse students. The study was conducted in Dhaka City, Bangladesh. Firms were of the view that customers preferred their services due to their utmost service quality. Brand name and additional value-added services were cited as the most noteworthy factors.

Keywords: Marketing; Consumer Behaviour; Crisis Response; Post-Crisis Management; Flexibility; Agile; Leadership; Business; COVID-19 (search for similar items in EconPapers)
JEL-codes: M1 M3 M30 M31 (search for similar items in EconPapers)
Date: 2025
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