The External Marketing Environment as Perceived by Romanian Managers
| Autor: | Calin Veghes |
|---|---|
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Marketing Strategies for Central and Eastern Europe ISBN: 9781315195940 Marketing Strategies for Central and Eastern Europe ISBN: 9781003073642 |
| DOI: | 10.4324/9781315195940-8 |
| Popis: | The marketing activity as well as all economic activities conducted by an organization are decisively influenced by several external factors. Any organization depends essentially by some specific opportunities and threats raised by its external marketing environment. To understand the specific evolution produced in the external environment of the organization is necessary to its proper framing among the main coordinates of the economy. Romania experienced specific changes on the road to the market economy. The attitude of the Romanian managers toward the opportunities and threats raised by the external marketing environment and their reactions are the main areas approached through this research. The processing of data gathered from the research involved the usage of a specific qualitative technique, content analysis. The theoretical frame for analysis was the Philip Kotler’s classification of the elements of external marketing environment in two distinctive categories, microenvironment and macroenvironment. The components of company’s marketing microenvironment are: company itself, suppliers, marketing intermediaries, customers, competitors and publics. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|