Professional paper

Marketing Planning in Medium Enterprises in Karlovac County

MARTINA BELAVIĆ ; GRAD KARLOVAC
NIKOLINA VOJAK orcid.org/0000-0003-2502-0625 ; KARLOVAC UNIVERSITY OF APPLIED SCIENCES
TIHANA CEGUR RADOVIĆ orcid.org/0000-0002-1030-3449 ; KARLOVAČKA BANKA d.d.

Abstract

Successful development of the enterprise is not spontaneous but planned activity. In order to achieve competitive advantage, it is necessary to prepare marketing plan, which defines the future of marketing activities and the way they should be actualised. Marketing planning is mostly used in multinational companies, promotion agencies, domestic enterprises operating with foreign ones, but increasingly also domestic enterprises, mostly big ones. Some of researches about marketing activities and planning in small enterprises in
Croatia have been made. It is concluded that small enterprises mostly don’t have marketing planning and decisions are made ad hoc, by one person. The research is done on medium enterprises in Karlovac County to find out if they do marketing
planning. It was explored how much attention small enterprises pay to marketing planning, how they control the activities and how they find information on customer needs and the action of competitors.

Keywords

marketing plan; medium enterprises; marketing strategies; control

Hrčak ID:

87854

URI

https://hrcak.srce.hr/87854

Publication date:

20.8.2012.

Article data in other languages: croatian

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