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Analiza primene marketing koncepta u domaćim preduzećima
aUniverzitet u Novom Sadu, Tehnički fakultet 'Mihajlo Pupin', Zrenjanin
bBelgrade Business School, Belgrade

e-adresadragan.cockalo@tfzr. rs
Sažetak
Globalno tržišta i svremeni uslovi poslovanja zahtevaju od preduzeća promenu poslovne filozofije i adekvatne načine ponašanja u domenu poslovne prakse. U informatičkom društvu znanje postaje osnovni resurs privređivanja. Marketing omogućava upravljanje znanjem, odnosno stvara mogućnost za povećanje produktivnosti znanja ostalih poslovnih funkcija preduzeća. Marketing odnosa označava značajan pomak u pristupu marketingu, od razmišljanja isključivo u kategorijama konkurencije i konflikta, ka razmišljanju u kategorijama međuzavisnosti i saradnje. Domaća preduzeća imaju probleme sa postizanjem konkurentske sposobnosti na globlanom tržištu, a jedan od značajnih uzroka ove pojave jeste neadekvatna primena marketing koncepta i savremenih metoda i tehnika upravljanja marketingom. Ovaj rad donosi prikaz aktuelnih globalnih trendova u teoriji i praksi marketinga i marketing menadžmenta, odnosno kritičku analizu i predloge za unapređenje domaće marketing prakse.
Reference
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
DOI: 10.5937/jemc1602120D
objavljen u SCIndeksu: 13.01.2017.
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