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Marketing
2018, vol. 49, br. 1, str. 3-9
jezik rada: srpski
vrsta rada: originalan članak
objavljeno: 16/10/2018
doi: 10.5937/markt1801003S
Creative Commons License 4.0
Izazovi za razvoj marketinga u zemljama u razvoju
Univerzitet u Nišu, Ekonomski fakultet

e-adresa: stankovic.ljiljana@gmail.com, ana.popovic@eknfak.ni.ac.rs

Projekat

Istraživanje i razvoj platforme za naučnu podršku u odlučivanju i upravljanju naučnim i tehnološkim razvojem u Srbiji (MPNTR - 47005)

Sažetak

Kako bi efikasno upravljao promenama menadžement savremenih preduzeća je prinuđen da stalno kreira nove poslovne prilike da bi odgovorio na izazove koji nastaju pod uticajem brojnih, pre svega, tehnoloških i tržišnih faktora. Od menadžera preduzeća se zahteva da razumeju izvore prednosti što je znatno komplikovanije u odnosu na ranije periode. Mali je broj preduzeća, pre svega iz zemalja u tranziciji, sa usklađenom organizacijom i strategijom koje podržavaju zahteve za istraživanjem i kreiranjem održivih poslovnih i marketing strategija. Transformacija od tradicionalnog ka društveno odgovornom marketingu je imperativ uspeha privrede i društva. Autori u radu ukazuju na ulogu i značaj marketing menadžera za uspešnu transformaciju preduzeća u sistem koji će kreirati potrebe i upravljati tržištem. Polazeći od specifičnosti tržišta zemalja u tranziciji, kakva je Srbija, analiziraju izazove za razvoj, pre svega prakse, marketinga potvrđujući hipotezu da nivo razvijenosti marketinga i tržišne orijentacije značajno utiče na poslovnu i nacionalnu konkurentnost, a samim tim i na privredni i društveni razvoj.

Ključne reči

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