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  • Is marketing a strategic function? CEOsʼ view on the perceived contribution of the marketing function, FMCG industry, former Yugoslav region
    Kregar Brus, Aleksandra
    The current study explores and illustrates how CEOs from Fast Moving Consumer Goods (FMCG) companies in the ex-YU region perceive the strategic role of the marketing function in a company. The aim of ... this research was to explore the major elements which define strategic marketingʼs role, get a deeper understanding about these elements and their relationship and, based on that, define the research model. The empirical part is based on a qualitative approach; the data were collected in the spring of 2019 through semi-structured interviews. Interviews with research participants (CEOs) explored their experience and views on the role of strategic marketing through the defined research model. The findings show that marketing function is predominantly not well developed and positioned as a strategic function in their companies. The results also indicate the main causes for such a situation and offer some imperatives that can strengthen the role of marketing.
    Vir: Akademija MM : slovenska znanstvena revija za trženje. - ISSN 1408-1652 (Letn. 15, [št.] 29, dec. 2020, str. 9-23)
    Vrsta gradiva - članek, sestavni del ; neleposlovje za odrasle
    Leto - 2020
    Jezik - angleški
    COBISS.SI-ID - 77694211

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    https://assets.website-files.com/5bd6cecc10ba2a724f7b2f22/6149bffd856c2852695fc83d_29.%20Akademija_MM.PDF
    Digitalna knjižnica Slovenije - dLib.si

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