Theoretical stages of the preparation of the marketing strategy

Abstract

The scientist‘s interest of marketing strategy formation and its usage to achieve the company's overall success is strong. However, there is no single marketing strategy model in the literature, and it is important to understand the concept of marketing and its essence in order to develop a sound marketing strategy. Therefore, this article examines the theoretical aspects of marketing strategy for successful business activities. The presented positions of the scientists regarding the conception, essence of the marketing strategy, the process of formation and its perspectives are reviewed. There is a comparative analysis of the steps of the author's marketing strategy formation, indicating the main similarities and differences and the development of the marketing complex (4P). The study is limited to the analysis of scientific literature.