| Abstract [eng] |
In information society era market competition assumes much bigger role in anticipating long-term development of the organization, with a basis on stra tegic management, business process efficiency and organizational capital. The company operating in a modern market economy, in order to improve results, must constantly analyze the internal and the external environment and competitors' actions, investigate consumer needs and consumer trends and take into account the following factors for continuous improve ment of marketing strategies. These factors are variable le and dynamically changing, therefore the company must constantly scrutinize its work not only today, but for the future as well, to anticipate events and opportu nities to benefit and protect itself from everything that prevents its success and what is necessary in order to not only survive, but also to achieve its set objectives and maintain competitive advantage. The article ana lyzes the concept of marketing strategy, classification of marketing strategies, strategic marketing planning process, evaluation and control of marketing strategy. Marketing strategy is one of the functional strategies of the company, that collectively make up a common business strategy. However, the value of the common marketing strategy -business strategy - is very high, whereas the control key marketing relationships with companies outside of the support functions - delivery of the goods on the market and sales. Management there is a high education and approaches to a strategy of diversity. |
