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Marketing
2014, vol. 45, br. 1, str. 41-49
jezik rada: srpski
vrsta rada: prethodno saopštenje
objavljeno: 04/07/2014
doi: 10.5937/markt1401041S
Uloga marketinga u restrukturiranju preduzeća u uslovima krize
Institut ekonomskih nauka, Beograd

e-adresa: ivan.stosic@ien.bg.ac.rs

Projekat

Izazovi i perspektive strukturnih promena u Srbiji: strateški pravci ekonomskog razvoja i usklađivanja sa zahtevima EU (MPNTR - 179015)

Sažetak

Osnovni cilj rada je da analizira ulogu marketinga u procesu restrukturiranja preduzeća, posebno u uslovima krize. Reč je o izuzetno kompleksnom pitanju i za Srbiju veoma aktuelnom problemu s obzirom na veliki broj preduzeća koja posluju u uslovima negativnih efekata svetske krize, a kojima predstoje procesi restrukturiranja. Mnogi od do sada sprovedenih procesa restrukturiranja zasnovani su na smanjenju troškova poslovanja i kontrakciju pojedinih poslovnih delatnosti. Međutim, bez obezbeđenja zadovoljavajuće visokog nivoa prodaje sve ostale aktivnosti u oblasti restrukturiranja preduzeća imaju malo izgleda na dugoročni uspeh. Stoga se čini da 'pitanje svih pitanja' opstanka i efikasnog poslovanja preduzeća, pogotovu u uslovima krize, predstavljaju korenite promene u oblasti tržišnog poslovanja zasnovane na široj afirmaciji i primeni marketing koncepta. Imajući to u vidu, uloga marketinga u sklopu restrukturiranja prvenstveno se ogleda u tome da, na bazi principa i tehnika strategijskog marketing menadžmenta, omogući identifikaciju ciljnih tržišta (gde preduzeće može da ostvari konkurentsku prednost), definiše atraktivniji poslovni i proizvodni portfolio, te da kroz odgovarajuće aktivnosti omogući uspešniji plasman proizvoda (i usluga) na tržište.

Ključne reči

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