期刊名称：BOOK OF PROCEEDINGS OF KARLOVAC UNIVERSITY OF APPLIED SCIENCES
印刷版ISSN：1848-3038
出版年度：2012
卷号：2
期号：1
页码：187-194
出版社：VELEUČILIŠTE U KARLOVCU
摘要：Successful development of the enterprise is not spontaneous but planned activity. In order to achieve competitive advantage, it is necessary to prepare marketing plan, which defines the future of marketing activities and the way they should be actualised. Marketing planning is mostly used in multinational companies, promotion agencies, domestic enterprises operating with foreign ones, but increasingly also domestic enterprises, mostly big ones. Some of researches about marketing activities and planning in small enterprises in Croatia have been made. It is concluded that small enterprises mostly don’t have marketing planning and decisions are made ad hoc, by one person. The research is done on medium enterprises in Karlovac County to find out if they do marketing planning. It was explored how much attention small enterprises pay to marketing planning, how they control the activities and how they find information on customer needs and the action of competitors.
关键词：marketing plan; medium enterprises; marketing strategies; control
