Digitální knihovnaUPCE
 

Process approach to strategic marketing analysis for marketing planning

ČlánekOtevřený přístuppeer-reviewedpublished
Náhled

Datum publikování

2000

Vedoucí práce

Oponent

Název časopisu

Název svazku

Vydavatel

Univerzita Pardubice

Abstrakt

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.

Rozsah stran

p. 127-132

ISSN

1211-5541

Trvalý odkaz na tento záznam

Projekt

Zdrojový dokument

Scientific papers of the University of Pardubice. Series A, Faculty of Chemical technology. 6 (2000)

Vydavatelská verze

Přístup k e-verzi

open access

Název akce

ISBN

Studijní obor

Studijní program

Signatura tištěné verze

47333

Umístění tištěné verze

Univerzitní knihovna (studovna)

Přístup k tištěné verzi

Klíčová slova

strategický marketing, plánování, analýzy

Endorsement

Review

item.page.supplemented

item.page.referenced