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Integrated Retail Marketing Strategy Model for MSME Sales Optimization: A Synthesis of Relationship Marketing, 7P Marketing Mix, and Digital Promotion Approaches

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Dr. Kaveh Rahmani 1 , Dr. Leila Norouzi 1 ,
4 Department of Computer Engineering Amirkabir University of Technology, Tehran, Iran
4 School of Applied Mathematics University of Isfahan, Isfahan, Iran

Abstract

Micro, Small, and Medium Enterprises (MSMEs) operate in highly competitive retail environments where customer retention and sales optimization depend on effective marketing strategies. This paper develops an integrated analytical framework by synthesizing relationship marketing tools, retail marketing strategies, marketing mix (7P), and digital promotion models to examine their combined influence on retail performance. Drawing from established empirical and conceptual studies, the research critically evaluates how marketing communication, customer engagement, and organizational capability contribute to MSME sustainability and growth. The study adopts a qualitative synthesis methodology based on secondary literature analysis. Findings indicate that customer retention is strongly influenced by relationship marketing practices (Bojei et al., 2013), while structured marketing mix strategies significantly enhance purchase decision-making (Dwinanda & Yuswari, 2020). Furthermore, MSME promotional effectiveness is amplified through structured media tools such as the EPIC model (Ernestivita & Subagyo, 2020). The study concludes that integrated marketing strategies combining traditional retail frameworks and digital engagement mechanisms are essential for MSME competitiveness. The proposed synthesis contributes to theoretical enrichment and provides practical guidance for retail MSMEs in emerging economies.

Keywords

Retail marketing strategy, MSMEs, relationship marketing

References

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