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2004, vol. 9, br. 1-2, str. 98-101
Strategic control on the basis of the evaluation of the consumer’s satisfaction
(naslov ne postoji na srpskom)
Faculty of Economics, Prilep, Republic of Macedonia
Ključne reči: Strategic control; behavior; needs; consumer’s satisfaction; marketing strategy
Sažetak
(ne postoji na srpskom)
Consumers are subjects that purchase goods and services to satisfy their needs. The consumer behavior derives from the decision whether, what, when where and how to purchase goods and services. Therefore, marketing is primarily interested in the behavior of the subject as a consumer. Nowadays it is normal to assume that marketing constantly follows the consumer’s needs as a basic assumption in the development of a suitable strategy leading to the consumer’s satisfaction. It should be taken into consideration that needs are a social category changing all the time and are never satisfied. By setting a suitable strategy based on qualitative information the marketers contribute to the development of a loyal consumer’s category that will lead t a realization of a general strategy survival and development of the company.
Reference
Engel, J.F., Blackwell, R.D., Miniard, P.W. (1990) Consumer behavior. Chicago, itd: Dryden Press, International Edition
Kotler, P.J. (1991) Marketing management. Englewood Cliffs, NJ, itd: Prentice Hall
Maslow, A.H. (1957) Motivation and personality. New York, itd: Harper and Row
Paul, P.J., Olson, J.C. (1990) Consumer behavior and marketing strategy. Homewood, IL, itd: Irwin, III
 

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jezik rada: engleski
vrsta rada: stručni članak
objavljen u SCIndeksu: 02.06.2007.

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