Strategický marketing - Strategie a trendy – Jakubíková Dagmar (2023)

The book provides a comprehensive overview of tools and techniques in strategic management and marketing in response to current global challenges and trends triggered by globalization, pandemics, political and economic situations, and other causes. In the new edition, the authors pay greater attention to sustainable development and respond to the changes happening all around us – the influence of new technologies and the associated Industry 4.0 and artificial intelligence. In line with these changes, marketing is also evolving, with so-called digital marketing and customer departments coming to the forefront. ***** The interpretation covers all topics of strategic marketing in a logical sequence: from explaining the essence of strategic management of companies to the individual stages of the strategic management process and the connection of strategic management with strategic marketing. The authors draw on their practical experiences from many years of teaching and professional practice. ***** The publication is intended for business owners, managers, marketing professionals, university students, MBA program participants, and anyone interested in getting to know strategic marketing more closely.