Strateški marketing

temeljni koncepti, metodologija in uporaba

Matjaž Iršič (Author), Tomaž Kolar (Reviewer), Borut Milfelner (Reviewer)

Abstract

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.

Keywords

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

Data

Language:	Slovenian
Year of publishing:	2024
Typology:	2.01 - Scientific Monograph
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	Univerza v Mariboru, Univerzitetna založba
UDC:	339.138:005(075.8)(0.034.2)
COBISS:	185388803
ISBN:	978-961-286-827-7
Views:	44
Downloads:	1
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Strategic Marketing
Secondary abstract:	Strategic way of thinking in organizations requires that they make transition from short-term planning, implementation, and control of marketing activities to strategic orientation and strategic marketing decision-making activities, directed toward creating, remaining, and enhancing their sustainable competititive advantage on the markets. In order to be effective and efficient on the field of marketing management activities, organizations should care of to find and exploit »open strategic windows«, i.e. that organizations try to harmonize their strategic competitive advantages with strategic opportunities on the markets, according to acceptable risk, manageable threats, and successful decreasing of their weaknesses in their internal environment. To realize such goal, organizations should take care on systematic and non-stop recognition of their internal and external environment as well as to invest in knowledge of key success factors on the individual markets. According to limitations, which derived from their own available resources, should they create strategic marketing objectives and implement marketing strategies, which enable them long-term market performance.
Secondary keywords:	strategic marketing;strategic analysis and diagnosis;strategic marketing planning;generic marketing strategies;fundamental marketing strategies;instrumental marketing strategies;strategic marketing plan;
Pages:	1 spletni vir (1 datoteka PDF (474 str.))
DOI:	10.18690/um.epf.1.2024
ID:	23016225