Problems of Strategic Marketing Management of Entrepreneurial Business in the Conditions of Crisis

Session

Management, Business and Economics

Description

In times of pandemic and global financial instability, strategic marketing management is not only an opportunity for business survival but also an important prerequisite for company sustainability, growth, and competitiveness. It is a key factor in finding reliable solutions to overcome company problems not simply by adapting to the conditions of the environment, but also to find a dynamic equilibrium with it. It helps to outline the main strategic priorities of the entrepreneurial business by changing the traditional way of thinking. In this context, the purpose of the scientific report is to analyze the process of strategic marketing management and to bring out its problems. The assessment is based on the results of a survey of 68 representatives of the entrepreneurial business in Bulgaria. It has a representative character and has used primary data. The direct survey in which respondents themselves fill in the questionnaire was used as a data collection method. The survey was conducted in the period May-July 2022.

Keywords:

strategic marketing management, entrepreneurial business, crisis.

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-50-5

Location

UBT Kampus, Lipjan

Start Date

29-10-2022 12:00 AM

End Date

30-10-2022 12:00 AM

DOI

10.33107/ubt-ic.2022.414

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Oct 29th, 12:00 AM Oct 30th, 12:00 AM

Problems of Strategic Marketing Management of Entrepreneurial Business in the Conditions of Crisis

UBT Kampus, Lipjan

In times of pandemic and global financial instability, strategic marketing management is not only an opportunity for business survival but also an important prerequisite for company sustainability, growth, and competitiveness. It is a key factor in finding reliable solutions to overcome company problems not simply by adapting to the conditions of the environment, but also to find a dynamic equilibrium with it. It helps to outline the main strategic priorities of the entrepreneurial business by changing the traditional way of thinking. In this context, the purpose of the scientific report is to analyze the process of strategic marketing management and to bring out its problems. The assessment is based on the results of a survey of 68 representatives of the entrepreneurial business in Bulgaria. It has a representative character and has used primary data. The direct survey in which respondents themselves fill in the questionnaire was used as a data collection method. The survey was conducted in the period May-July 2022.