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Ekonomika
2017, vol. 63, br. 3, str. 13-24
jezik rada: engleski
vrsta rada: originalan članak
doi:10.5937/ekonomika1703013Y


Performanse marketinških aktivnosti - problem procene i njegovo razrešenje
aUlyanovsk state university, Faculty of management in Ulyanovsk, Russia
bUniverzitet u Nišu, Fakultet zaštite na radu

e-adresa: tivanova.j@gmail.com, koc345@yandex.ru, snezana.zivkovic@znrfak.ni.ac.rs

Sažetak

U sadašnjosti nema ustanove koja normalno postoji bez odeljenja marketinga. Značaj marketinga čak raste iz dana u dan. Budžeti marketinga beleže značajan rast u poslednjih 15 godina. Teme koje se odnose na smanjenje porasta troškova ostaju otvorene. Ova situacija stvara tenzije u odnosu između odeljenja finansija i martketinga. Da bi se poboljšale marketinške aktivnosti i da bi se povećala uspešnost prodaje, ustanove trebaju da redovno mere performanse marketinga.

Ključne reči

performanse marketinga; efikasnost; metode procene; rizici

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