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2014, vol. 3, br. 6, str. 128-136
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Veza strateškog menadžmenta sa sistemom integrisanih marketing komunikacija
Relation between strategic management and system of integrated marketing communications
Sažetak
Uspešno poslovanje savremenih poslovnih sistema, u današnjim tržišnim uslovima privređivanja, podrazumeva, raspolaganje kvalitetnim resursima, neophodnim za funkcionisanje preduzeća, kao i uspešno operativno i strategijsko upravljanje resursima, usmereno na ostvarivanje ciljeva organizacije. Zato se predmetni rad bavi značajem veze strategijskog menadžmenta sa sistemom integrisanih marketing komunikacija kao i njihovim implementiranjem u tržišno orjentisanoj organizaciji.
Abstract
Successful operation of modern business systems, in today's market conditions, means access to quality resources necessary for the functioning of the company, as well as the successful operational and strategic management of resources, aimed at achieving the goals of the organization. Therefore, this paper deals with the importance of links between strategic management system and integrated marketing communications as well as their implementation in a market-oriented organization.
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