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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. i 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. Preuzeto s 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, br. 1, 2023, str. 49-58. https://urn.nsk.hr/urn:nbn:hr:191:650724

Šimović, Vladimir, Robert Svetlačić i 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, br. 1 (2023): 49-58. https://urn.nsk.hr/urn:nbn:hr:191:650724

Šimović, V., Svetlačić, R. i 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), str. 49-58. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:191:650724 (Datum pristupa: 07.01.2025.)

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. [pristupljeno 07.01.2025.];V(1):49-58. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:191:650724

V. Šimović, R. Svetlačić i 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, br. 1, str. 49-58, 2023. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:191:650724. [Citirano: 07.01.2025.]

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Podaci o radu
Naslov (engleski)The Modern Challenges of Strategic Marketing Management of Small and Medium Enterprises (SMES) on the Example of New Technologies
AutorVladimir Šimović
AutorRobert Svetlačić
AutorJasna Lasinger Silađev https://orcid.org/0009-0001-1833-9091
Autorova ustanovaVeleučilište s pravom javnosti Baltazar Zaprešić
Autorova ustanovaSveučilište u Rijeci
Fakultet za menadžment u turizmu i ugostiteljstvu
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
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.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Pregledni rad
Status objaveObjavljen
Vrsta recenzijeRecenziran
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaET²eR – ekonomija, turizam, telekomunikacije i računarstvo
Brojčani podacivol. V, br. 1, str. 49-58
e-ISSN2670-8930
URN:NBNurn:nbn:hr:191:650724
Datum objave publikacije2023
URL dokumentahttps://hrcak.srce.hr/295094
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Zaštićeno autorskim pravom.
Datum i vrijeme pohrane2025-01-03 10:58:19