STRATEGIC MARKETING. BETWEEN PERCEPTION AND REALITY
Author: Associated Professor Pencho Ivanov, PhD (University of National and World Economy, Sofia)
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.