Abstract:

The current competitive environment and the constant pressure of customer requirements cause a growing need for a quality marketing strategy, which is already a necessary element of the long-term existence of companies. Businesses must strive to meet customer needs and create new and effective marketing strategies that ensure that business goals are met. When creating a marketing strategy, it is possible to use a large number of methods and procedures from various areas, which will ensure a comprehensive marketing strategy. In the field of management, certain methods can also be used to create a marketing strategy, which can provide certain benefits and speed up or simplify this extensive process. The primary goal of this work is the analysis of selected management methods and their use in creating a marketing strategy for the company. The aim was to describe the possibilities of using management methods in areas essential for the creation of a marketing strategy and also to derive the benefits of these management methods. Within this work, methods of analysis, synthesis, induction, deduction, and comparison of the issue were used, based on of which specific conclusions were drawn. According to the performed analysis of individual management methods, we determined the areas of their use in the process of creating a marketing strategy and we also determined the benefits provided by these management methods. Based on clear processing in the form of tables, companies can use these management methods in a specific area of ​​the process of creating a marketing strategy.