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2009, br. 22, str. 147-156
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Etička dimenzija relationship marketinga
Ethical dimension of relationship marketing
Sažetak
Ostvarivanje uspeha u poslovanju, uz kontinuirano zadovoljavanje potrošača i svih drugih stakeholdera, je danas tesno povezano sa prihvatanjem i primenom visokih standarda nove forme marketinga koja se zove marketing odnosa. U nameri da ostvare postavljene poslovne ciljeve i uspeh na tržištu, preduzeća moraju da procene koliko stvarno praktikuju etički i društveno odgovorni marketing. Etika je postala ključni elemenat interakcija između preduzeća i njegovih stakeholdera. Nova filozofija poslovanja-marketing odnosa donosi i ukazuje na značaj uspostavljanja, prihvatanja tj. održavanja, i unapređivanja dubokih odnosa između stakeholdera, kao jedini put do uspeha na tržištu.
Abstract
Business success nowadays, and continually satisfying the customer and other stakeholders are closely tied to adoption and implementation of high standards of new form of marketing-relationship marketing. In order to achieve business goals and market success companies need to evaluate whether they are truly practicing ethical and social responsible marketing. Ethics become crucial part of interactions between company and its stakeholders. New business philosophy-relationship marketing introduces the importance of establishing, sustaining, and reinforcing deep relations between stakeholders as an only path to business success.
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