Importance and function of marketing analysis of competition as a support of managerial decision-making process within competing environment

Bartková, Lucia, Barlogová, 1983-

Importance and function of marketing analysis of competition as a support of managerial decision-making process within competing environment / Lucia Bartková, Mária Pomffyová. -- The study describes the importance and the function of competition analysis within marketing activities. The aim of the article is to review the role and the meaning of marketing analysis, especially the competition analysis and its importance within the decision- making process of managers. It searches mutual dependence between the rate of realizing marketing activities and carrying out the competition analysis as a basic tool of knowledge of external business environment. It investigates opinions of employees in 189 Slovak SMEs about the importance and the function of the competition analysis within business activities. We searched our assumptions within three categories of the companies: the companies with established marketing department or work position, the companies doing marketing activities within other departments or work positions and the companies where nobody does marketing. The conclusions of the analysis enable Slovak SMEs to consider the importance and the function of marketing and marketing analysis

In Enterprise and competitive environment : 20th annual international conference, Brno, March 9-10, 2017 : conference proceedings. -- Brno : Mendel University, 2017. -- online. -- ISBN ISBN 978-80-7509-499-5. -- Pp. 48-57