Strateški marketing: Temeljni koncepti, metodologija in uporaba
Ključne besede:
strateški marketing, strateška analiza in diagnoza, strateško načrtovanje marketinga, generične strategije marketinga, temeljne strategije marketinga, instrumentalne strategije marketinga, strateški marketinški načrtKratka vsebina
Strateški način razmišljanja organizacij zahteva tudi na področju marketinga prehod od kratkoročnega načrtovanja, izvajanja in nadzora marketinških aktivnosti k strateški naravnanosti in sprejemanju strateških marketinških odločitev, ki so usmerjene k oblikovanju, ohranjanju in povečevanju trajne konkurenčne prednosti organizacije na njenih trgih. Da bi bile organizacije s svojim strateškim načinom delovanja na področju menedžmenta marketinga uspešne in učinkovite, morajo poskrbeti za to, da bodo našle in izkoristile na stežaj odprta »strateška okna« na trgu, ki se bodo pojavila takrat, ko bodo njene strateške konkurenčne prednosti usklajene s priložnostmi v zunanjem okolju, ob sprejemljivi stopnji tveganja, obvladljivih nevarnostih ter uspešnem zmanjševanju njenih pomanjkljivosti v notranjem okolju. Za uresničevanje tega cilja pa morajo poskrbeti s kontinuiranim sistematičnim spoznavanjem svojega notranjega in zunanjega okolja ter poznavanjem ključnih dejavnikov njihove uspešnosti na posameznih trgih. Ob upoštevanju omejitev, ki izhajajo iz njihovih razpoložljivih resursov, pa naj bi oblikovale takšne strateške cilje marketinga in udejanjale takšne strategije marketinga, ki jim bodo omogočale dolgoročno uspešnost na trgu.
Prenosi
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