The influence of the external environment on the formulation of marketing strategy
Katarina Radlovački, Željko Ondrik, Nemanja Stojković
Faculty of Applied Management, Economics and Finance, Belgrade, Serbia
DOI: https://doi.org/10.31410/eraz.2018.895
4th International Conference - ERAZ 2018 - KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia - Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Business Studies, Mediterranean University - Podgorica, Montenegro; University of National and World Economy - Sofia, Bulgaria; Faculty of Commercial and Business Studies - Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7
Faculty of Applied Management, Economics and Finance, Belgrade, Serbia
DOI: https://doi.org/10.31410/eraz.2018.895
4th International Conference - ERAZ 2018 - KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia - Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Business Studies, Mediterranean University - Podgorica, Montenegro; University of National and World Economy - Sofia, Bulgaria; Faculty of Commercial and Business Studies - Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7
Abstract
The paper discusses the importance of environmental management in order to formulate an effective marketing strategy. It starts from the fact that no company can completely influence external environmental factors and have to adapt them to successfully satisfy all the needs of their customers. External factors that are important for marketing managers when making any decision can be systematically distributed to social, demographic, economic, technological, political, legal and competing factors.
Key words
environmental management, external factors, marketing manager, consumers
| radlovački_ondrik_stojković_the_influence_of_the_external_environment_on_the_formulation_of_marketing_strategy_pp_895.pdf |
