IMPORTANCE OF THE MARKETING ENVIRONMENT ANALYSIS IN THE PROCESS OF STRATEGIC MARKETING DECISION MAKING

Dilyana Yaneva ()
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Dilyana Yaneva: Faculty of Economics, Department of Management and Marketing, South-West University "Neofit Rilski", Blagoevgrad

Economics & Law, 2020, vol. 2, issue 2, 24-32

Abstract: The analytical activity aims to increase company's competitiveness and establish its strategic position in the business. Timely diagnosis of threats, identification of key success factors and competitive advantages enables company management to constantly review its marketing goals and strategies by taking proper and timely strategic marketing decisions. In this regard, the main objective of the article is to examine the characteristics and main directions of marketing analysis, emphasizing their importance in the process of strategic marketing decision making. A survey was used as a main method for collecting primary data. The evaluation of the studied indicators is performed on a 5-point Likert-type scale. The obtained results show the underestimated role of the environment analysis in the companies’ marketing activity and its necessity in decision making for a long-term development and prosperity. The conclusion includes a summary concerning the overcoming of these problems.

Keywords: marketing analysis; marketing environment; strategic marketing decisions; strategic marketing decision making process (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:neo:ecolaw:v:2:y:2020:i:2:p:24-32

DOI: 10.37708/el.swu.v2i2.3

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