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2014, vol. 62, br. 5-6, str. 305-314
Efekti razvoja i jačanja snage maloprodajnih lanaca na poziciju potrošača u kanalima marketinga
aMinistry of trade, tourism and telecommunications, Government of the Republic of Serbia
bUniverzitet u Novom Sadu, Ekonomski fakultet, Subotica
Ključne reči: maloprodaja; koncentracija tržišta; kanali marketinga; snaga maloprodavaca; potrošači
Sažetak
Kraj prošlog i početak ovog veka obeležili su intenzivni procesi koncentracije maloprodajnih tržišta u svetu. Moglo bi se reći da je na sceni svojevrsna maloprodajna revolucija, čije je osnovno obeležje intenzivan razvoj maloprodajnih lanaca i jačanje njihove snage u kanalima marketinga. Uporedo sa svojim nezadrživim razvojem, veliki maloprodajni lanci preuzimaju ključnu ulogu u kreiranju i upravljanju kanalima marketinga. Time iz osnova menjaju poziciju i međusobne odnose članova u kanalima, ali stvaraju i jednu sasvim novu stvarnost za poziciju potrošača na tržištu. Najbitnije pitanje je da li je razvoj velikih maloprodajnih lanaca u stvarnom interesu potrošača ili ne. U tom smislu, u početnim fazama razvoja savremenog tržišta maloprodaje neprestano tinja strah od razvoja velikih maloprodajnih lanaca koji ubrzano menjaju, do tada, poznatu sliku maloprodaje i staru poziciju potrošača.
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O članku

jezik rada: engleski
vrsta rada: originalan članak
DOI: 10.5937/ekopre1406305S
objavljen u SCIndeksu: 06.05.2015.

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