Process approach to strategic marketing analysis for marketing planning

Show simple item record Lošťáková, Hana 2009-03-12T16:10:24Z 2009-03-12T16:10:24Z 2000
dc.identifier Univerzitní knihovna (studovna) cze
dc.identifier.issn 1211-5541
dc.description.abstract This paper proposes a dynamic concept of strategic markenting analysis for a particular field of enterprise-strategic business unit (hereinafter abbreviated SMA, SBU) as systematic research into outside and inside environment of SBU. Strategic marketing analysis is conceived as a process where results of certain partial analyses implicate the possibility of maintaining other phases of this process. In the process of the analysis it is necessary to respect mutual relationships of individual parts and determine which parts of the analysis are only possible to be processed after the others have been done and which of them can be maintained simultaneously. This complex and dynamic concept of SMA SBU is proposed so that it allows to formulate varieties of SBU strategic marketing platn and enables to manage successfully all the parts of its processing,i. e. target market selection, target market marketing objectives and goals formulation, draw up strategy positioning and balanced strategy of marketing mix. It also serves for tactical marketing program development, creation of budgets and operative work procedures with target markets. eng
dc.format p. 127-132 cze
dc.format.extent cze
dc.format.mimetype cze
dc.language.iso eng
dc.publisher Univerzita Pardubice cze
dc.relation.ispartof Scientific papers of the University of Pardubice. Series A, Faculty of Chemical technology. 6 (2000) eng
dc.rights cze
dc.subject strategický marketing cze
dc.subject plánování cze
dc.subject analýzy cze
dc.title Process approach to strategic marketing analysis for marketing planning eng
dc.type article cze
dc.identifier.signature 47333
dc.peerreviewed yes eng
dc.publicationstatus published eng

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