| Abstrakt: |
Nowadays, it is becoming increasingly difficult for businesses to stay on the market, to compete with organizations with similar services or products, and thus to progress and become more successful. One of the basic goals of each company is to achieve success and prosperity. Consequently, the overall corporate policy, decisions and specific activities of the company are derived from this objective. Considering the constantly changing and advancing market conditions, it is not easy to identify the factors that influence the development and success of a company. In the past, the model of the marketing mix was decisive for the company's success. In today's challenging economic environment, applying the basic marketing mix model is not enough. We can say that applying a marketing mix model should already be an obvious minimum for a successful business today. In addition to the marketing mix, the company must use and apply other factors that determine the future performance and competitiveness of a modern company. Over the years, many theories have arisen, the number of which is mainly related to the fact that success itself is a relative concept and its criteria are constantly changing. Each company operates under different socio-economic conditions, it has its mission, vision and goal and therefore it has to have its marketing strategy. Marketing strategy is an important criterion that influences the success of the whole company. The result of a good marketing strategy is satisfaction of customer and profitability of company. The aim of the article is to elaborate the theoretical background of marketing strategy of the company and the success of the company and to point out the connection and interconnection of these two issues. [ABSTRACT FROM AUTHOR] |
