Professional paper
Strategic Marketing, Adaptation to Changes in the Turbulent Environment
BRANKA MEHULIĆ
; KARLOVAC UNIVERSITY OF APPLED SCIENCES
Abstract
Nowadays, business world is faced with sudden and dramatic changes in political, economic, technological, and social and natural environment. Complexity and change in turbulent environments are a source of insecurity and uncertainty
for businesses in identifying opportunities and threats to the environment and adapting to changes. Insecurity and uncertainty emphasize the dilemma in choosing an effective business concept of the organization, including the concept of strategic marketing. However, examples of successful Croatian products, in not too distant past of extreme turbulence, which by applying the concept of strategic marketing, successfully
overcame the crisis and grew in extreme conditions, confirming the necessity of applying a strategic approach to marketing. The aim of this paper is to emphasize the necessity of applying the concept of strategic marketing organization in response to the challenges of turbulent environments and can offer strategic marketing options for future challenges.
Keywords
strategic marketing; changes in the turbulent environment
Hrčak ID:
87853
URI
Publication date:
20.8.2012.
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