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2016, vol. 64, br. 3-4, str. 301-314
Shopper marketing kao način unaprijeđenja konkurentnosti na tržištima Zapadnog Balkana
aJohnson & Johnson, Novi Sad
bUniverzitet Singidunum, Beograd
Ključne reči: shopper marketing; maloprodaja; kupci; potrošači
Sažetak
U decenijama koje su iza nas, došlo je pomjeranja moći u lancu vrijednosti od proizvođača prema maloprodavcima. Tragom ovih dešavanja, nastale su značajne i brojne promjene u odvijanju poslovanja kompanija uključenih u industriju robe široke potrošnje. U zadnjoj deceniji dešava se pomjeranje moći od maloprodavaca ka kupcima. Tragom ove promjene, između ostalih, nastao je Shopper marketing. Prvi put termin Shopper marketing je zvanično predstavljen na FMI (Food Marketing Institute) konferenciji 2003. godine. Shopper marketing nastoji da unaprijedi poslovanje kroz istovremeno unaprijeđenje prodaje i unaprijeđenje brend performansi. Usvajajući ovaj koncept, menadžeri pored toga što žele da rade više na unaprijeđenju svojih brendova, žele da to rade i bolje, kvalitetnije i na efikasniji način. Zato se posljednjih godina, kako na razvijenim tržištima, tako i na tržištima regije, sve više počinje praktikovati Shopper marketing. Ovaj rad će se baviti zastupljenošću Shopper marketinga na tržištima regije, koristima koje iz njega proizilaze za kompanije koje su ga usvojile, kao i očekivanjima o budućem razvoju ovog koncepta na tržištima Zapadnog Balkana.
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O članku

jezik rada: engleski
vrsta rada: prethodno saopštenje
DOI: 10.5937/ekopre1604301V
objavljen u SCIndeksu: 13.01.2017.