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2016, vol. 18, br. 1, str. 53-69
Kupovni marketing - nova partnerska perspektiva u kanalima marketinga
Univerzitet u Beogradu, Ekonomski fakultet

e-adresadstojkovic@ekof.bg.ac.rs
Ključne reči: kupovni marketing; uvidi o kupcima; partnerstvo; menadžment kategorije
Sažetak
Kupovni marketing je obećavajuća poslovna inicijativa novijeg datuma. Dinstinkcija u odnosu na tradicionalni marketing trasira polje novog povezivanja, partnerstva i boljih rezultata maloprodavaca i dobavljača. U radu je razjašnjena nova perspektiva marketinga, sa kupcem u fokusu. Maloprodaja je identifikovana kao gravitaciono težište saradnje preduzeća i novog poslovnog konsenzusa. Razjašnjene su koristi i izazovi kupovnog marketinga, uključujući trasiranje efikasnijeg modela menadžmenta kategorije i partnerskog stvaranja vrednosti. Na tragu razvoja novih odrednica menadžmenta kategorije, u radu je istaknut aspekt institucionalizacije saradnje na planu kupovnog marketinga, kao i budućnost višekanalne analize i zadovoljenja kupca.
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O članku

jezik rada: srpski, engleski
vrsta rada: pregledni članak
DOI: 10.5937/ekonhor1601053B
objavljen u SCIndeksu: 06.05.2016.