Abstract
<p>Extensive and comprehensive political, economics, technological differences and related crisis have caused organizations to encounter many challenges in directing activities and maintaining their position in a competitive environment. Strategic management is known as an efficient solution for institutes in dynamic environments.</p><p>Strategic marketing management determines and plans marketing strategies and implements them with a clear understanding of the organization`s mission, the assessment of environmental factors, checking the organization’s situation, and exploring opportunities in the market.</p>Strategic management process is a guidance to execute organization activities besides organization type or size. This process can be used by organizations in terms of marketing. The basic steps of strategic marketing management are similar for all types of organizations like organizations related to manufacturing industries, while importance of each step is different to others depending on effective environmental factors on the institute. In the present paper, these steps and some examples of their application are explained.
Highlights
Strategic marketing management involves various activities including evaluating environmental factors and investigating organization’s status, analyzing market’s opportunities, determining and executing marketing strategy and supervising on that
The basic steps of strategic marketing management are similar for all types of organizations like organizations related to manufacturing industries, while importance of each step is different to others depending on effective environmental factors on the institute
Purposes of marketing are planned for each market and various decisions are obtained for marketing programs. (For prices, advertising, distribution ...) these activities form marketing strategy, and it is executed and is supervised
Summary
Strategic marketing management involves various activities including evaluating environmental factors and investigating organization’s status, analyzing market’s opportunities, determining and executing marketing strategy and supervising on that. Figure shows the components of strategic marketing management and the relation between them. Duty and commission of organization determines the priorities of evaluating environmental factors, analyzing the status of organization, and investigating market’s opportunities. Understanding changeable environment of organization and markets of that is a base for developing effective strategies, and target markets are developed. Purposes of marketing are planned for each market and various decisions are obtained for marketing programs. (For prices, advertising, distribution ...) these activities form marketing strategy, and it is executed and is supervised. Executing strategy is often the most different phase
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