Innovacne zmeny v marketingu vo svetle tendencii riadenia firiem v 21. storoci

• Autorzy: Stefan Majtan , Lubomir Strieska

Warianty tytułu

Innovative Changes in Marketing in a Field of Company Management in the 21St Century

• Języki publikacji: CS

Abstrakty

EN

In modern competition only corporation which manages all systemic binds of modem marketing can be successful. Ultimate systemic elements of the approach to marketing strategy deem to be identification of marketing strategy as a component of complex corporate strategy system, using of elements of more types of marketing systems in marketing system of a specific corporation, systemic sequence of creation and implementation of corporate marketing strategy and using of all dimensions of capacity of marketing in corporate marketing strategy. The marketing strategy must have it's position in the corporate strategy layout. In practice are more successful combined strategies than strategies of one type. The success of a marketing strategy depends also from systemic approach to it's processing. In the coiporate marketing strategy have to be included all marketing dimensions. (original abstract)

Słowa kluczowe

EN

Management; Marketing management; Marketing strategy; Enterprise marketing

PL

Zarządzanie; Zarządzanie marketingowe; Strategia marketingowa; Marketing przedsiębiorstwa

• Czasopismo: Prace Naukowe / Akademia Ekonomiczna w Katowicach
• Rocznik: 2008
• Tom: Innowacje zarządcze w biznesie i sektorze publicznym
• Strony: 99--109

Twórcy

autor

Stefan Majtan

• Ekonomicka Univerzita v Bratislave

autor

Lubomir Strieska

• Ekonomicka Univerzita w Bratislave

Bibliografia

• Ansoff I.: Corporate Strategy: an Analytical Approach to Business Policy for Growth and Expansion, McGraw-Hill, New York 1965.
• Kassay S.: Systematizacia podnikatel'skych strategii. Strateg, Nove Zamky 1999.
• Majtan Ś. a kol.: Odbytova strategia. Vydavatel'stvo Ekonom, Bratislava 2007.
• Papula J.: Vyvoj teorie strategickeho manażmentu pod vplyvom meniaceho sa prostredia. Kartprint, Bratislava 2004.