DEFINITION AND CHARACTERISTICS OF MARKETING STRATEGY

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

Economics and Management, 2020, vol. 17, issue 2, 111-116

Abstract: In the current dynamic market relations, every company needs a plan for the formulation, selection and implementation of company goals that includes a wide range of methods and tools for market behavior. Therefore, the development of a reliable marketing strategy is a prerequisite for achieving high efficiency of marketing activities. Marketing strategies support the realization of corporate goals by revealing the long-term directions of the company's development by adaption to the external environment and optimization of the use of company resources. The idea is to identify and establish the competitive position and company advantages by optimal satisfaction of consumer needs. The main purpose of the report is to clarify the main characteristics of marketing strategy and its role in strategic corporate development.

Keywords: marketing strategy; marketing planning; strategy formulation; implementation and control; types of marketing strategies (search for similar items in EconPapers)
Date: 2020
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