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The Place Of Strategic Marketing In The Preoccupations Of The Small And Medium Enterprises From Dã‚Mboviå¢A County

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  • Ana -Lucia Ristea
  • Constanta Popescu
  • Delia Mioara Popescu

Abstract

In the present stage of the Romanian national economy, in the context of the continual changes caused by globalization and by the market dynamics in the context of the international economic crisis, in order to assure the success and the competitive advantage for one's own business, it is imperative to align one's economic policy to the international standards. The present research aims to approach this topic, which is both necessary and actual, by means of an analysis of the way in which the small and medium enterprises (SMEs), on the one hand, and the great companies, on the other hand, use the opportunities provided by strategic marketing to adapt themselves to the new realities. The question is: Why is it that almost half of the SMEs do not manage to go beyond their first five years of existence? What strategies should they adopt to resist and to develop in an environment where competition is so intense? The object of the present scientific paper is to determine the place occupied by strategic marketing in the preoccupations of the SMEs in Dâmboviţa County. In order to attain this goal, we have completed a marketing research whose goal was to determine the position of the place occupied by strategic marketing in the preoccupations of the SMEs from Dâmboviţa 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 Dã‚Mboviå¢A 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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    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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    More about this item

    Keywords

    strategic marketing; competitive advantage; critical success factors;
    All these keywords.

    JEL classification:

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

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