STRATEGIC MARKETING MANAGEMENT IN SMES: THE CASE OF L?LEBURGAZ

Basit Öğe Kaydı
dc.contributor.authorSaylan, Onur
dc.contributor.authorEsmer, Yusuf
dc.contributor.authorCelik, Pelin
dc.date.accessioned2024-10-04T18:53:48Z
dc.date.available2024-10-04T18:53:48Z
dc.date.issued2023
dc.departmentBayburt Üniversitesien_US
dc.description.abstractDue to the changing conditions and new developments in the business world in recent years, SMEs in Turkey need to adopt a strategic marketing management approach in order to be successful and gain competitive advantage. Strategic marketing management, on the other hand, is the process of managers developing marketing strategies by identifying the strengths and weaknesses, threats and opportunities of the business towards marketing and applying these strategies. In this study, it is aimed to develop strategies for the marketing activities of these enterprises and to contribute to the relevant literature by making strategic analyzes of SMEs in the context of marketing, based on the example of Luleburgaz. For this purpose, first of all, the strengths and weaknesses, threats and opportunities of 17 SMEs operating in Luleburgaz district were determined by using the SWOT analysis technique. Then, based on the data obtained, 4 basic marketing strategies were developed by applying the expert opinion and using the SWARA method. These; (1) using quality materials and producing quality products to sell quality products, (2) developing a digital customer relationship management system, (3) engaging in digital and social media marketing activities, (4) reducing raw material costs.en_US
dc.identifier.doi10.30798/makuiibf.1219980
dc.identifier.endpage657en_US
dc.identifier.issn2149-1658
dc.identifier.issue1en_US
dc.identifier.startpage639en_US
dc.identifier.trdizinid1190788en_US
dc.identifier.urihttps://doi.org/10.30798/makuiibf.1219980
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1190788
dc.identifier.urihttp://hdl.handle.net/20.500.12403/3699
dc.identifier.volume10en_US
dc.identifier.wosWOS:000960855600027en_US
dc.identifier.wosqualityQ4en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.publisherMehmet Akif Ersoy Univen_US
dc.relation.ispartofJournal of Mehmet Akif Ersoy University Economics and Administrative Sciences Facultyen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectStrategic Marketing Managementen_US
dc.subjectMarketing Strategiesen_US
dc.subjectSMEsen_US
dc.titleSTRATEGIC MARKETING MANAGEMENT IN SMES: THE CASE OF L?LEBURGAZen_US
dc.typeArticleen_US

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu
TR-Dizin İndeksli Yayınlar Koleksiyonu