MARKETING STRATEGIES AMONG SMALL AND MEDIUM SIZED COMPANIES IN THE POLOG REGION
MARKETING STRATEGIES AMONG SMALL AND MEDIUM SIZED COMPANIES IN THE POLOG REGION

Summary/Abstract: Marketing strategies, being an integral part of the large family of functional strategies play a major role in attaining and sustaining competitive advantage in the contemporary business environment. This is totally understandable having in mind the immense importance of marketing in general and its elements, mainly the 4P’s and the 7P’s. Aside from this, there is a large body of knowledge proving that marketing and strategic marketing contribute greatly to strategy and strategic management. The paper strives to provide an analysis of the level of implementation and obstacles to the implementation of marketing strategies by small and medium sized companies operating in the Polog region. As the results show, the companies in this region lack behind the developed world when it comes to the creation and implementation of marketing strategies, but on the other hand are not reluctant to learning and enabling members of their staff to gain appropriate knowledge on marketing strategies and later contribute for an improved future by supporting the management/owners in drafting and implementing marketing strategies, of course always having in mind the concrete situations these companies function in, and the capacities they possess.

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