摘要：Osnovni cilj rad aje da analizira ulogu marketinga u procesu restrukturiranja preduzeća,posebno u uslovima krize.Reč je o izuzetno kompleksnom pitanju i za Srbiju veoma aktuelnom problemu s obzirom na veliki broj preduzeća koja posluju u uslovima negativnih efekata svetske krize,a kojima predstoje procesi restrukturiranja.Mnogi od do sada sprovedenih procesa restrukturiranja zasnovani su na smanjenju troškova poslovanja i kontrakciju pojedinih poslovnih delatnosti.Međutim,bez obezbeđenja zadovoljavajuće visokog nivoa prodaje sve ostale aktivnosti u oblasti restrukturiranja preduzeća imaju malo izgleda na dugoročni uspeh.Stoga se čini da „pitanje svih pitanja"opstanka i efikasnog poslovanja preduzeća,pogotovu u uslovima krize,predstavljaju korenite promene u oblasti tržišnog poslovanja zasnovane na široj afirmaciji i primeni marketing koncepta.Imajući to u vidu,uloga marketinga u sklopu restrukturiranja prvenstveno se ogleda u tome da,na bazi principa i tehnika strategijskog marketing menadžmenta,omogući identifikaciju ciljnih tržišta (gde preduzeće može da ostvari konkurentsku prednost),definiše atraktivniji poslovni i proizvodni portfolio,te da kroz odgovarajuće aktivnosti omogući uspešniji plasman proizvoda (i usluga) na tržište.
其他摘要：the main objective of this paper is to analyse the role of marketing in the process of company restructuring,especially in times of crisis.is is a very complex issue and for Serbia very important one given that the contemporary conditions of performing business and the large number of enterprises which should undergo the process of restructuring.Many of the so far implemented the restructuring process were based on the reduction of operating costs and contraction of certain business activities.However,without providing sales su?cient high-level all other activities related to the company restructuring seems to have little long-term chances for success.erefore,it appears that the "question of all questions” for continuation and ef- cient business operations,especially in times of crisis,are precisely the fundamental changes in the eld of market operations based on a wider encouragement and application of marketing concept.Bearing this in mind,the role of marketing within the restructuring is,based on the principles and techniques of strategic marketing management,to enable the identication of target markets (where a company can achieve a competitive advantage),dene a more attractive business and product portfolio,and take appropriate action that would support the successful sales of products (and services) on the market.
关键词：Osnovni cilj rad aje da analizira ulogu marketinga u procesu restrukturiranja preduzeća,posebno u uslovima krize.Reč je o izuzetno kompleksnom pitanju i za Srbiju veoma aktuelnom problemu s obzirom na veliki broj preduzeća koja posluju u uslovima negativnih efekata svetske krize,a kojima predstoje procesi restrukturiranja.Mnogi od do sada sprovedenih procesa restrukturiranja zasnovani su na smanjenju troškova poslovanja i kontrakciju pojedinih poslovnih delatnosti.Međutim,bez obezbeđenja zadovoljavajuće visokog nivoa prodaje sve ostale aktivnosti u oblasti restrukturiranja preduzeća imaju malo izgleda na dugoročni uspeh.Stoga se čini da „pitanje svih pitanja"opstanka i efikasnog poslovanja preduzeća,pogotovu u uslovima krize,predstavljaju korenite promene u oblasti tržišnog poslovanja zasnovane na široj afirmaciji i primeni marketing koncepta.Imajući to u vidu,uloga marketinga u sklopu restrukturiranja prvenstveno se ogleda u tome da,na bazi principa i tehnika strategijskog marketing menadžmenta,omogući identifikaciju ciljnih tržišta (gde preduzeće može da ostvari konkurentsku prednost),definiše atraktivniji poslovni i proizvodni portfolio,te da kroz odgovarajuće aktivnosti omogući uspešniji plasman proizvoda (i usluga) na tržište.
其他关键词：the main objective of this paper is to analyse the role of marketing in the process of company restructuring,especially in times of crisis.is is a very complex issue and for Serbia very important one given that the contemporary conditions of performing business and the large number of enterprises which should undergo the process of restructuring.Many of the so far implemented the restructuring process were based on the reduction of operating costs and contraction of certain business activities.However,without providing sales su?cient high-level all other activities related to the company restructuring seems to have little long-term chances for success.erefore,it appears that the "question of all questions” for continuation and ef- cient business operations,especially in times of crisis,are precisely the fundamental changes in the eld of market operations based on a wider encouragement and application of marketing concept.Bearing this in mind,the role of marketing within the restructuring is,based on the principles and techniques of strategic marketing management,to enable the identication of target markets (where a company can achieve a competitive advantage),dene a more attractive business and product portfolio,and take appropriate action that would support the successful sales of products (and services) on the market.
