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Scientific paper - Review paper
The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies
ET²eR – ekonomija, turizam, telekomunikacije i računarstvo, V (2023), 1; 49-58. urn:nbn:hr:191:650724
Šimović, Vladimir; Svetlačić, Robert; Lasinger Silađev, Jasna

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Šimović, V., Svetlačić, R. & Lasinger Silađev, J. (2023). The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies. ET²eR – ekonomija, turizam, telekomunikacije i računarstvo, V. (1), 49-58. Retrieved from https://urn.nsk.hr/urn:nbn:hr:191:650724

Šimović, Vladimir, et al. "The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies." ET²eR – ekonomija, turizam, telekomunikacije i računarstvo, vol. V, no. 1, 2023, pp. 49-58. https://urn.nsk.hr/urn:nbn:hr:191:650724

Šimović, Vladimir, Robert Svetlačić and Jasna Lasinger Silađev. "The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies." ET²eR – ekonomija, turizam, telekomunikacije i računarstvo V, no. 1 (2023): 49-58. https://urn.nsk.hr/urn:nbn:hr:191:650724

Šimović, V., Svetlačić, R. and Lasinger Silađev, J. (2023) 'The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies', ET²eR – ekonomija, turizam, telekomunikacije i računarstvo, V(1), pp. 49-58. Available at: https://urn.nsk.hr/urn:nbn:hr:191:650724 (Accessed 10 January 2025)

Šimović V, Svetlačić R, Lasinger Silađev J. The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies. ET²eR – ekonomija, turizam, telekomunikacije i računarstvo [Internet]. 2023 [cited 2025 January 10];V(1):49-58. Available at: https://urn.nsk.hr/urn:nbn:hr:191:650724

V. Šimović, R. Svetlačić and J. Lasinger Silađev, "The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies", ET²eR – ekonomija, turizam, telekomunikacije i računarstvo, vol. V, no. 1, pp. 49-58, 2023. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:191:650724. [Accessed: 10 January 2025]

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Metadata
Title (english)The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies
AuthorVladimir Šimović
AuthorRobert Svetlačić
AuthorJasna Lasinger Silađev https://orcid.org/0009-0001-1833-9091
Author's institutionThe University of Applied Sciences Baltazar Zaprešić
Author's institutionUniversity of Rijeka
Faculty of Tourism and Hospitality Management
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
The purpose of writing this article is to research the modern challenges of strategic marketing management of SMEs on the example of new technologies and give the first research and scientific contribution on this topic. The research methodology used is the comparative analysis of the relevant scientific and professional literature and of relevant business examples. The expected findings (and main results) of the conducted research are the first research and scientific contribution of the new paradigm of the modern challenges of strategic marketing management of SMEs on the example of new technologies. The new paradigm relies on new technologies that support SMEs in enterprise planning (to generate certain revenues), satisfying old and new clients, dealing with, and beating the competition, and developing the main and executive business functions, especially (strategic) marketing as an operational function of a modern SME, developing more customer-tailored marketing plans, establishing better customer loyalty, etc. The modern company establishment is an enterprise that aims to generate certain revenues incorporated in its plan. The client and the competition have a significant role in the company’s life cycle. Marketing is an operational function of a company that introduces potential customers to products that meet their desires and needs and make a profit for the company. The marketing mix strategy represents four elements: product, price, distribution, and promotion (PPD&P). SMEs have an interest in developing more tailored-for marketing plans. Customer loyalty is the most important to them. Contribution and further research rely on online marketing as the most affordable and fastest way to promote products and services. Social networks, mobile applications, machine learning, and artificial intelligence tools significantly help the marketing activities of SMEs, which is also a suggestion for further research.
Keywords (english)
Languageenglish
Publication typeScientific paper - Review paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleET²eR – ekonomija, turizam, telekomunikacije i računarstvo
Numberingvol. V, no. 1, pp. 49-58
e-ISSN2670-8930
URN:NBNurn:nbn:hr:191:650724
Publication2023
Document URLhttps://hrcak.srce.hr/295094
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-03 10:58:19