STRATEGIC MARKETING PLANNING IN THE PRESENT-DAY ORGANIZATION

Looking for business sustainability in conditions of uncertainty, organizations must pay serious attention to strategic marketing planning. Achieving the strategic goals of the company is closely related to the adaptation to the dynamic market conditions. This necessitates an in-depth study of the specifics of the process including analysis and evaluation of the marketing environment factors, mission formulation, general and marketing goals setting, segmentation, market selection, positioning, development, selection, implementation and control of marketing strategies.

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Global experience of applying marketing strategies

Bulletin of "Turan" University ◽

10.46914/1562-2959-2021-1-2-64-72 ◽

2021 ◽

pp. 64-72

Author(s):

M. Zh. Konyrbekov ◽

I. Ketebayev ◽

A. B. Imashev ◽

G. I. Abayeva

Keyword(s):

Strategic Planning ◽

Marketing Strategy ◽

Continuous Monitoring ◽

Marketing Strategies ◽

Economic Conditions ◽

Marketing Environment ◽

Internal Resources ◽

External Conditions ◽

Strategic Balance ◽

And Control

The article discusses the world experience in the formation and development of a marketing strategy. The strategy is designed to ensure the most complete and efficient use of both the internal resources of the company and the possibilities of the external marketing environment. At the same time, any successful strategy is based on continuous monitoring of the market in order to promptly respond to changing conditions. Thus, in order to maintain and increase the company's share in the market, it is important not only to have a competent marketing strategy, but also to diversify it immediately when economic conditions change. The main criterion for choosing strategies for the enterprise is the use of internal capabilities, depending on the emerging external conditions. The most important role in solving the strategic tasks of the organization is played by strategic planning, which refers to the process of developing and maintaining a strategic balance between the goals and capabilities of the organization in a changing market environment. The purpose of strategic planning is to determine the most promising areas of the organization's activities that provide the highest income at the lowest cost. “Strategic planning is an integral part of the broader concept of “strategic management”. In management, four of its generalized functions are usually distinguished – planning, organization, motivation and control”.

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THE NEED TO IMPLEMENT MARKETING STRATEGIES IN THE ACTIVITIES OF SMALL AND MEDIUM-SIZED BUSINESSES

EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA ◽

10.36871/ek.up.p.r.2021.05.02.024 ◽

2021 ◽

Vol 2 (5) ◽

pp. 147-152

Author(s):

P. V. METELKINA ◽

◽

T. P. ROZANOVA ◽

Keyword(s):

Marketing Strategy ◽

Strategic Plan ◽

Marketing Strategies ◽

Strategic Marketing ◽

Strategy Development ◽

Basic Principles ◽

Theoretical Approaches ◽

Marketing Planning ◽

Similarities And Differences

The article highlights practical and theoretical approaches to substantiating the need for strategic plan-ning in the marketing of small and medium-sized businesses. The features of the functioning of such enter-prises, their similarities and differences with large businesses are considered. The concepts of strategic mar-keting are revealed, attention is paid to organizational and managerial tasks of marketing. The basic principles of the marketing strategy development, including in the context of digitalization, are highlighted. The necessity of strategic marketing planning is justified, and the risks associated with the lack of a strategy are highlighted.

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Strategic Marketing Planning in Development of Arts and Cultural Institutions

40th International Conference on Organizational Science Development Values Competencies and Changes in Organizations ◽

10.18690/978-961-286-442-2.25 ◽

2021 ◽

Author(s):

Radmila Janičić

Keyword(s):

Empirical Research ◽

Marketing Strategies ◽

Strategic Marketing ◽

Digital Environment ◽

Cultural Institutions ◽

Special Aspect ◽

Brand Building ◽

Marketing Planning ◽

Arts And Culture ◽

Brand Strategies

The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.

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Revisiting international marketing strategy in a digital era

International Marketing Review ◽

10.1108/imr-02-2019-0080 ◽

2019 ◽

Vol 37 (3) ◽

pp. 405-424 ◽

Cited By ~ 10

Author(s):

Constantine Katsikeas ◽

Leonidas Leonidou ◽

Athina Zeriti

Keyword(s):

Marketing Strategy ◽

International Marketing ◽

Foreign Market ◽

Strategy Implementation ◽

Marketing Strategies ◽

Market Selection ◽

Content Type ◽

Digital Era ◽

International Marketing Strategy ◽

And Control

Purpose The purpose of this paper is to explore the opportunities and challenges facing firms in this new digital era concerning their international marketing strategy and examine how international marketing practices can be revisited in the light of these developments. Consideration is given to a range of relevant issues involved in the design and deployment of effective international marketing strategies using internet-enabled technologies. Such factors relate to internal company requirements, the external environmental situation, foreign market selection and entry, international marketing mix programs, and strategy implementation and control aspects. Design/methodology/approach A conceptual paper identifies, structures and presents systematically factors influencing international marketing strategy, implementation and control using digital technologies. Findings The authors point to the relevance and potentially important role that the deployment of online organizational resources and capabilities play in influencing foreign market selection and entry decisions and international marketing strategy choices, implementation and control. The authors thus explain how the use of digital technologies can facilitate the firm’s foreign market choices and the adoption of effective marketing programs, and offer insights into the adoption of digital tools in more effectively implementing and controlling the firm’s international marketing strategy. Originality/value The originality and value of this conceptual study is reflected in the identification and discussion of factors comprising the organizing framework of an international marketing strategy using internet-enabled technologies and in the examination of fruitful avenues of future investigation as a result of the need to redesign international marketing strategies in a new digital era.

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