Processes and problems of the marketing management adaptation at the EU market: The case of the Slovak meat processing industry

Abstract

The goal of the paper is to define the decisive factors of the successful adaptation of the marketing management to the new conditions of the EU internal market on the basis of examination of the process of marketing management adaptation in the selected companies of the meat processing industry in the SR from 2002 to 2006. The results of the survey show the importance of diversification of the product portfolio and product innovations in compliance with the nutrition trends, the orientation on the market of the V4 countries and the ex-soviet republics and the development of marketing relations on all the levels of the supplier-customer relations.