Table 1.

Relevant definitions informing the research question and search method

Term	Definition
Marketing	“the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large” [3]
Marketing mix (4Ps)	Product, price, promotion, place [5]
Marketing strategy	“An over-riding directional concept that sets out the planned path” [29] “Lays out target markets and the value proposition that will be offered based on an analysis of the best market opportunities” [7]
Integrated marketing communications	“A strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programmes over time with consumers, customers, prospects, and other targeted, relevant external and internal audiences.” [30, 31]