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Marketing
2012, vol. 43, br. 3, str. 181-190
Razvoj društveno odgovornog marketinga
Stanković Ljiljana, Đukić Suzana, Popović Ana
Univerzitet u Nišu, Ekonomski fakultet, Srbija

e-adresa: ljiljana.stankovic@eknfak.ni.ac.rs, suzana.djukic@eknfak.ni.ac.rs, 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)

Ključne reči: Inovacije; društveno-odgovorni marketing; održivi razvoj; odlučivanje
Sažetak
U savremenoj ekonomiji zasnovanoj na znanju koju karakterišu brze i turbulentne promene, stečena konkurentska prednost je mnogo više izložena opasnostima u odnosu na ranije periode. Kompanije su prinuđene da stalno kreiraju nove poslovne prilike kako bi odgovorile na izazove koji nastaju pod uticajem brojnih, pre svega, tehnoloških i tržišnih promena. Međutim, mali je broj kompanija sa usklađenom organizacijom i strategijom koje podržavaju zahteve za istraživanjem i kreiranjem održivih poslovnih i marketing strategija. Globalna scena uslovljena razvojem novih tržišta i ekonomija u razvoju zahteva promene u marketing pristupima i prilagođavanje strategija. Ostvarivanje superiornih poslovnih performansi u globalnoj sredini vezano je za uvažavanje i prilagođavanje novim izazovima i trendovima. Zahtevi za odgovornijim ponašanjem preduzeća na tržištu i prihvatanje etičkih, moralnih i ekoloških principa su sve izraženiji. Takođe, neophodno je usklađivanje poslovnih i marketing odluka sa ciljevima održivog razvoja i društveno odgovornog poslovanja. Razvoj društvenog odgovornog marketinga je imperativ uspeha privrede i društva. Autori u radu ukazuju na ulogu i značaj inovacija u marketing pristupima i potrebu razvoja društveno odgovornog marketinga u cilju poboljšanja njegovih poslovnih performansi i uspešnijeg pozicioniranja.
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O članku

jezik rada: srpski
vrsta rada: originalan članak
DOI: 10.5937/markt1203181S
objavljen u SCIndeksu: 05.02.2013.

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