| Abstract [eng] |
Presented work covers theoretical aspects of strategic marketing planning and marketing strategy development of various Lithuanian and foreign authors. The questionnaire for users of building materials was employed to investigate and estimate aspects of production and customers needs, expectations and behavior peculiarities. In reference to strategic marketing planning, formation of marketing strategy group of commercial companies was estimated, main similarities and differences of strategic marketing planning, peculiarities of marketing strategy formation specific to strategic company group were disclosed. It was appointed that marketing strategy formation process of building materials and commercial companies that are taking up highest positions, influenced by similar positions in the market and external force has analogous features, determining similarities of marketing strategies. |
