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Importance and function of marketing analysis of competition as a support of managerial decision-making process within competing environment
Title Importance and function of marketing analysis of competition as a support of managerial decision-making process within competing environment Author info Lucia Bartková, Mária Pomffyová Author Bartková Lucia 1983- (70%) UMBEF09 - Inštitút manažérskych systémov (detašované pracovisko Poprad)
Co-authors Pomffyová Mária 1963- (30%) UMBEF09 - Inštitút manažérskych systémov (detašované pracovisko Poprad)
Source document Enterprise and competitive environment : 20th annual international conference, Brno, March 9-10, 2017 : conference proceedings. Pp. 48-57. - Brno : Mendel University, 2017 ; Enterprise and competitive environment international conference Keywords malé a stredné podniky - malé a stredné podniky (MaSP) - small and medium-sized enterprises - small and medium-sized companies - small and medium enterprises marketing marketingová analýza - marketing analysis konkurenčná analýza - competitive analysis informačné systémy - information systems Language English Country Czech Republic systematics 659 Annotation The study describes the importance and the function of competition analysis within marketing activities. The aim of the article is to review the role and the meaning of marketing analysis, especially the competition analysis and its importance within the decision- making process of managers. It searches mutual dependence between the rate of realizing marketing activities and carrying out the competition analysis as a basic tool of knowledge of external business environment. It investigates opinions of employees in 189 Slovak SMEs about the importance and the function of the competition analysis within business activities. We searched our assumptions within three categories of the companies: the companies with established marketing department or work position, the companies doing marketing activities within other departments or work positions and the companies where nobody does marketing. The conclusions of the analysis enable Slovak SMEs to consider the importance and the function of marketing and marketing analysis Public work category AFC No. of Archival Copy 40924 Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ 
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