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Marketing Policy Formulation In Multiple Strategic Contexts

Author

Listed:
  • LIVIU NEAMTU

    ("CONSTANTIN BRANCUSI" UNIVERSITY FROM TARGU-JIU)

  • ADINA CLAUDIA NEAMTU

    ("CONSTANTIN BRANCUSI" UNIVERSITY FROM TARGU-JIU)

Abstract

Business Strategy, as part adaptation of company’s actions in a particular business area to specific demand and competition or conversely opening new market positions, is the main strategic move that ensures competitiveness in the market and ensuring appreciable profitability of the business. Marketing policies adopted by one firm are fundamental decisions concerning the product and its conditioning elements. Marketing decisions are manifold; the most important for a company is selection of those marketing elements that can support business strategy as defined at the level of a whole company's strategic units. This paper brings to the fore just correlations between marketing actions that are at the reach of the company and strategic business contexts in which it may lie. Thus, according to the four strategic situation of the market, will analyze key sets of strategic action in the field of marketing that companies can use in order to support the business strategy and not undermine the production and marketing efforts with the costs involved.

Suggested Citation

  • Liviu Neamtu & Adina Claudia Neamtu, 2014. "Marketing Policy Formulation In Multiple Strategic Contexts," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 242-246, December.
    • Handle: RePEc:cbu:jrnlec:y:2014:v:6:p:242-246
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