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2003, vol. 34, br. 3, str. 119-127
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Nova era marketinga
New era of marketing
Ekonomski fakultet u Podgorici
Sažetak
Promjene koje se odvijaju u oblasti marketinga početkom ovog milenijuma utiču na sasvim nove fundamente ove poslovne filozofije. One su kvalitativne prirode, navodeći autore i praktičare na zaključak o sasvim novim teorijskim i metodološkim postavkama. U radu su analizirani uzroci koji su doveli do novih obilježja marketinga i temeljne postavke novog (holističkog) marketinga.
Abstract
At the beginning of a new millennium there are qualitative changes in the concept of mass marketing. Companies have to concentrate more on value creation for single customer. Main reasons that brought such a change are: globalization of the economy, informatisation of the society, new customer and new way of leading the company. New (holistic) marketing' is based on completely different relationship with customers. It presumes creation of "demanded" values to customers based on the "research of values". Customers are regarded and individuals and they have their system of value for what is offered. New role of marketing in the company is made of its integration with global management. That brings new relation of marketing towards all other business functions.
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