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The Place Of Strategic Marketing In The Preoccupations Of The Small And Medium Enterprises From Dambovita County

Author

Listed:
  • Ana -Lucia Ristea

    (Valahia University of Targoviste Romania)

  • Constanta Popescu

    (Valahia University of Targoviste Romania)

  • Delia Mioara Popescu

    (Valahia University of Targoviste Romania)

Abstract

In 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.

Suggested Citation

  • Ana -Lucia Ristea & Constanta Popescu & Delia Mioara Popescu, 2012. "The Place Of Strategic Marketing In The Preoccupations Of The Small And Medium Enterprises From Dambovita County," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(14), pages 1-35.
  • Handle: RePEc:alu:journl:v:2:y:2012:i:14:p:35
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    File URL: http://oeconomica.uab.ro/upload/lucrari/1420122/35.pdf
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    References listed on IDEAS

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    1. 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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    Keywords

    strategic marketing; competitive advantage; critical success factors;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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