Marketing Strategy Development in Central and South-East Europe

Zečević, Leposava (2019) Marketing Strategy Development in Central and South-East Europe. In: International scientific conference: European Management, Business and Marketing Development with Special Emphasis on Central and South-east Europe. European Academy of Science; European University, Vienna ; Belgrade, pp. 29-34. ISBN 978-86-7582-075-8

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Abstract

In the contemporary world under the influence of global companies and new current consumers the fast lifestyle marketing strategy has changed. New products are placed on the market very often so the number of stages of the life cycle of the product gets smaller and smaller. Some of the products stay and some do not, without even thinking if the consumer wants these changes. Marketing strategy of the product and the company must be in accordance with the first and primary mission and vision of the company. With constantly wanting to fulfil the consumer's need, the mind flow of the company got lost, and also with the never ending development of the new products our consumer ends up with a noise in his mind. The primary products stay, but in the palette of products, enriched products are constantly added and they disappear after one season. The result of the interaction of the need of the consumer and putting the new products on the market is unsynchronized. In the marketing strategy the main advantage of targeting the information to the consumer is happening with digital marketing. Creative communication through digital marketing focuses on a segmented market, the target group of consumers, through which the company is positioned. In this paper we will introduce the push and pull strategy which applies to the product type and consumer's sophistication.

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