Review article

Development of market strategies of metallurgical enterrprises after restructuring of steel industry

B. Gajdzik ; The Silesian University of Technology, Faculty of Materials Science and Metallurgy, Katowice, Poland

Abstract

Before metallurgical enterprises started implementation of marketing activities they had to go through restructuring processes which included all areas of their market activities. Privatised metallurgical enterprises after economic transformation gradually implemented marketing to their business activities. The article presents notions connected with development of marketing strategies from the period of last 20 years. The range of analysis includes categories corresponding with instruments of mix marketing (4P − product, price, place, promotion).

Keywords

metallurgy; steelworks; enterprises; marketing strategy; restructuring process; metallurgical enterprises; steelworks

Hrčak ID:

104394

URI

https://hrcak.srce.hr/104394

Publication date:

1.1.2014.

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