Strateški marketing: Temeljni koncepti, metodologija in uporaba

Avtorji

Matjaž Iršič
Univerza v Mariboru, Ekonomsko-poslovna fakulteta

Ključne besede:

strateški marketing, strateška analiza in diagnoza, strateško načrtovanje marketinga, generične strategije marketinga, temeljne strategije marketinga, instrumentalne strategije marketinga, strateški marketinški načrt

Kratka 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

Podatki o prenosih še niso na voljo.

Biografija avtorja

Matjaž Iršič, Univerza v Mariboru, Ekonomsko-poslovna fakulteta

Matjaž Iršič je doktor znanosti na področju marketinga in docent Univerze v Mariboru. Zaposlen je na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Predava predmete s področja marketinga na dodiplomskih in podiplomskih študijskih programih. Njegovi znanstveno-raziskovalni področji sta predvsem strateški marketing in marketing povezav. Ima dva magistrska naslova –MBA in znanstveni magisterij. Doktoriral je leta 1998 s področja nabavnega marketinga. Je znanstveni sodelavec Inštituta za marketing na Ekonomsko-poslovni fakulteti Univerze v Mariboru. Njegovo znanstveno raziskovalno in strokovno delo obsega več kot 300 bibliografskih enot, od tega je 16 izvirnih znanstvenih člankov, več kot 20 strokovnih člankov, 4 učbeniki. Je soavtor treh znanstvenih monografij.

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Izdano

27.02.2024

Podrobnosti o monografski publikaciji

ISBN-13 (15)

978-961-286-827-7

COBISS.SI ID (00)

185388803

Kako citirati

Strateški marketing: Temeljni koncepti, metodologija in uporaba. (2024). Univerzitetna založba Univerze v Mariboru. https://doi.org/10.18690/um.epf.1.2024