The Place Of Strategic Marketing In The Preoccupations Of The Small And Medium Enterprises From Dambovita County
AbstractIn the present stage of the Romanian national economy, in the context of the continualchanges caused by globalization and by the market dynamics in the context of the internationaleconomic crisis, in order to assure the success and the competitive advantage for one‘s ownbusiness, it is imperative to align one‘s economic policy to the international standards. The presentresearch aims to approach this topic, which is both necessary and actual, by means of an analysisof the way in which the small and medium enterprises (SMEs), on the one hand, and the greatcompanies, on the other hand, use the opportunities provided by strategic marketing to adaptthemselves to the new realities. The question is: Why is it that almost half of the SMEs do notmanage to go beyond their first five years of existence? What strategies should they adopt to resistand to develop in an environment where competition is so intense? The object of the presentscientific paper is to determine the place occupied by strategic marketing in the preoccupations ofthe SMEs in Dambovita County. In order to attain this goal, we have completed a marketingresearch whose goal was to determine the position of the place occupied by strategic marketing inthe preoccupations of the SMEs from Dambovita County.
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Bibliographic InfoArticle provided by Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia in its journal Annales Universitatis Apulensis Series Oeconomica.
Volume (Year): 2 (2012)
Issue (Month): 14 ()
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strategic marketing; competitive advantage; critical success factors;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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- Manu, Franklyn A. & Sriram, Ven, 1996. "Innovation, marketing strategy, environment, and performance," Journal of Business Research, Elsevier, vol. 35(1), pages 79-91, January.
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