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2010, vol. 56, iss. 1, pp. 150-159
Communication as a foundation of business culture
Ekonomska poslovna škola, Niš
Abstract
The work indicates the missing skills and knowledge in the scope of business communication in marketing. It is shown why a constant process of learning in this domain is important for the survival, growth and development of marketing for the trade business of a company. Modern courses of trade business of a company and the role of marketing in this part of our economy are analyzed and explained in small detail. The research shows how better results in business can be attained by applying modern business communication. It also shows that our society, the actors of the economic system, educational and scientific institutions still do not pay enough attention to this very important segment of economy.
References
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Kostić, B. (1988) Tržišno komuniciranje - teorija i praksa - sve o komuniciranju u jednoj knjizi. Beograd: Naučna knjiga
Kotler, P. (2001) Upravljanje marketingom - analiza, planiranje, primjena i kontrola. Zagreb: Mate
Levy, M., Weitz, B.A. (2004) Retailing management. New York: McGraw-Hill/Irwin
Milisavljević, M., Maričić, B., Gligorijević, M. (2007) Osnovi marketinga. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta
Smit, P.R. (2002) Marketinške komunikacije integralni pristup. Beograd: Clio
Varley, R., Rafiq, M. (2004) Principles of retail management. New York: Palgrave
 

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article language: English
document type: Review Paper
published in SCIndeks: 18/05/2010

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