Pregledni rad
Certain Aspects of Stimulating Marketing Efficacy in Small and Medium Enterprises in Koprivnica-Križevci County through the Principle of Sustainability
Silvije Jerčinović
; Visoko gospodarsko učilište u Križevcima
Sažetak
Sustainable development represents important condition for the marketing efficiency as well as condition for acheiving balanced society in general. The application of sustainability in business models requires the integration of its economic, environmental and social aspects. As one of the most important management tools, marketing nowadays can have undeniable and extremely strong impact on society and the environment. The advantage of the new marketing paradigm is that on new conditions can be achieved optimal business and organizational effectiveness. The paper analyzes existing activities within SMEs in Koprivnica-Križevci county which determine the level and method of forming marketing oriented strategies through the implementation of elements of corporate social responsibility in terms of achieving competitive advantage. The purpose of this paper is to define what is essential for achieving a competitive advantage. According to obteined empirical findings it is clear that such long term approach can generate higher growth and profits within enterprises, as well some others mainly non-financial efficacy factors. As a marketing tool, sustainability can easily be a key factor for the competitiveness of small and medium enterprises in Koprivnica-Križevci.
Ključne riječi
sustainable development; marketing efficiency; competitive advantage; SMEs; Koprivničko križevačka county
Hrčak ID:
126338
URI
Datum izdavanja:
1.6.2014.
Posjeta: 1.219 *