| Abstract [eng] |
The main aim of the master work is to set the analysis of the marketing strategies of the internet services companies. In the first part of the work there were analyzed the strategic orientation of the company, the aim of the strategic planning and ruling, the conception of the marketing strategy, the main types of the marketing strategy and the model of marketing strategy planning in the company. In the second part of the work there were analyzed several researchers of the marketing strategy in the Lithuanian and foreign scientific marketing literature. In the third part of the work there were evaluated the marketing strategies of the internet services companies in the town of Kaunas. There was set that the market leader is the SC “TEO LT”, which has to wage the defensive marketing strategy. The company, which outfaces the leader of the market, is JSC “Mirkovisatos TV”. It has to wage the offensive marketing strategy. The company-pursuer of the market is JSC “Dokeda”, it has to wage the persecution marketing strategy. And the company, which works in the market niche is JSC “Kauno interneto sistemos”. |
