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.accessioned2025-01-27T21:19:42Z
dc.date.available2025-01-27T21:19:42Z
dc.date.issued2023
dc.departmentÇanakkale Onsekiz Mart Üniversitesi
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.
dc.identifier.doi10.30798/makuiibf.1219980
dc.identifier.endpage657
dc.identifier.issn2149-1658
dc.identifier.issue1
dc.identifier.startpage639
dc.identifier.trdizinid1190788
dc.identifier.urihttps://doi.org/10.30798/makuiibf.1219980
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1190788
dc.identifier.urihttps://hdl.handle.net/20.500.12428/28710
dc.identifier.volume10
dc.identifier.wosWOS:000960855600027
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.publisherMehmet Akif Ersoy Univ
dc.relation.ispartofJournal of Mehmet Akif Ersoy University Economics and Administrative Sciences Faculty
dc.relation.publicationcategoryinfo:eu-repo/semantics/openAccess
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_WoS_20250125
dc.subjectStrategic Marketing Management
dc.subjectMarketing Strategies
dc.subjectSMEs
dc.titleSTRATEGIC MARKETING MANAGEMENT IN SMES: THE CASE OF L?LEBURGAZ
dc.typeArticle

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu
TR-Dizin İndeksli Yayınlar Koleksiyonu