ABSTRACT
The concept of strategic marketing is important in a competitive market. It is fierce competition that leads to an organization having to always think about the strategy to follow, and the focus and relationship with market parties – the customers in particular. An organization has to not only identify changes in the market, but also interpret and respond to them. This is only possible if there is a good interaction with the market parties, which allows the signals of change to be picked up immediately. This is possible through a close relationship with the distribution channel and suppliers. Within the organization there has to be a system of communication and knowledge management that can bring the communication directly to the decision maker. This internal adjustment is important for effective decision-making. But also externally we have to look at the mutual relationships in the market, the relationship within the distribution channel, the relationship with customers and the differential advantage of products, services and in the competitive position.
