STRATEGIC MARKETING. BETWEEN PERCEPTION AND REALITY


Author: Associated Professor Pencho Ivanov, PhD (University of National and World Economy, Sofia)

Keywords: strategic marketing, operational marketing, corporate goals, strategies, marketing goals and strategies, marketing management

Marketing as a business function is a complex system, i.e. he is neither single action or single action undertaken construction of marketing system and keeping it in balance required to decide on a set of actions - strategies and tactics. Factors determining the decisions are the goals of the organization and its capabilities, including the business environment. Developed and selected strategies and tactics are designed to alter the existing capabilities of the organization, ie to lead them to a new qualitative and quantitative state corresponding to the new targets. Given that the strategies and tactics, such activities are tools for change control system that includes a wide variety of more specific marketing activities, these tools must also develop the logic of the system approach ie in their mutual relationship and dependence. This is reason to believe that the separation of strategic marketing and operational is not productive and not substantiated and no practical value. Moreover, often strategic and operational differ not only as different types of marketing activity, and activity realized in different time periods.

More articles


DEVELOPMENT AND ACHIEVEMENTS OF MARKETING SCIENCE WITHIN THE PERIOD 1920-1930

The paper investigates the evolution of marketing science within the period 1920-1930. It is a continuation of author's…

BANK CUSTOMERS' SEGMENTATION: PROBLEMS AND MARKETING SOLUTIONS

Market segmentation provides bank managers capabilities to develop appropriate strategies based on a thorough understanding…

BUILD BRAND LOYALTY ONLINE

Social networks are an important part of the web. In recent years they have become a powerful engine of business, forming…