摘要：Merenje performansi u savremenim uslovima jedan je od najvažnijih poslovnih zahteva,pošto se preduzeća suočavaju sa potrebom da se kvantifikuju prinosi koje ostvaruju za akcionare i investitore,ali i iskaže doprinos menadžmenta,kao i pojedinih poslovnih jedinica,poslovnih funkcija i aktivnosti u okviru njih,tim prinosima.U tom smislu,važno je procenjivati uspešnost marketinga kao poslovne funkcije na osnovu prinosa na ulaganja u marketing aktivnosti,kao i na osnovu seta pokazatelja iz grupa performansi - marketing efektivnost i marketing efikasnost.Ključno pitanje je koja merila izabrati i koristiti u sistemu merila marketing performansi konkretnog preduzeća,kako bi ono moglo da oceni koliko je njegov marketing efektivan i efikasan.Drugim rečima,odgovarajućisistem merenja performansi treba da sadrži merila kojima će se pratiti efekti i proces u toku implementacije marketing strategije i merila kojima će se pratiti ukupni efekti nakon perioda implementacije strategije.Inače,kreiranje sistema merenja marketing performansi je kompleksan zadatak marketing menadžera.Stoga je cilj ovog rada da istraži ključne principe i razvije konceptualni okvir za kreiranje i izbor sistema merila performansi za kontrolu marketing strategije kojise zasniva na karakteristikama i faktorima uspeha marketing strategije,odnosno aktivnostima za njeno operacionalizovanje i uspešno implementiranje.
其他摘要：Performance measurement in modern conditions is one of the most important business requirements since enterprises face the need to exhibit returns for stockholders and investors,but also contribution of management to those returns,as well as contribution of certain business units,functional departments and activities within them.Hence,it is particularly important to assess marketing successfulness as a business function according to return on investment in marketing activities,but also according to the set of indicators from following performance groups – marketing effectiveness and marketing efficiency.Core issue is which measures to select and use in the marketing performance measurement system of certain enterprise so that it could be able to assess how effective and efficient its marketing is.In other words,adequate performance measurement system ought to contain performance measures that will be used to monitor effects and marketing strategy implementation process (controlling while implementing,and performance measures that can be applied to overall effect monitoring after the strategy implementation period.Otherwise,creating the marketing performance measurement system is a complex task for marketing managers.Therefore,the aim of this paper is to explore key principles and develop conceptual framework for creating and selecting performance measurement system for marketing strategy control which is based on characteristics and key success factors of marketing strategy,that is activities and actions for its operationalizing and effective implementing.
关键词：Merenje performansi u savremenim uslovima jedan je od najvažnijih poslovnih zahteva,pošto se preduzeća suočavaju sa potrebom da se kvantifikuju prinosi koje ostvaruju za akcionare i investitore,ali i iskaže doprinos menadžmenta,kao i pojedinih poslovnih jedinica,poslovnih funkcija i aktivnosti u okviru njih,tim prinosima.U tom smislu,važno je procenjivati uspešnost marketinga kao poslovne funkcije na osnovu prinosa na ulaganja u marketing aktivnosti,kao i na osnovu seta pokazatelja iz grupa performansi - marketing efektivnost i marketing efikasnost.Ključno pitanje je koja merila izabrati i koristiti u sistemu merila marketing performansi konkretnog preduzeća,kako bi ono moglo da oceni koliko je njegov marketing efektivan i efikasan.Drugim rečima,odgovarajućisistem merenja performansi treba da sadrži merila kojima će se pratiti efekti i proces u toku implementacije marketing strategije i merila kojima će se pratiti ukupni efekti nakon perioda implementacije strategije.Inače,kreiranje sistema merenja marketing performansi je kompleksan zadatak marketing menadžera.Stoga je cilj ovog rada da istraži ključne principe i razvije konceptualni okvir za kreiranje i izbor sistema merila performansi za kontrolu marketing strategije kojise zasniva na karakteristikama i faktorima uspeha marketing strategije,odnosno aktivnostima za njeno operacionalizovanje i uspešno implementiranje.
其他关键词：Performance measurement in modern conditions is one of the most important business requirements since enterprises face the need to exhibit returns for stockholders and investors,but also contribution of management to those returns,as well as contribution of certain business units,functional departments and activities within them.Hence,it is particularly important to assess marketing successfulness as a business function according to return on investment in marketing activities,but also according to the set of indicators from following performance groups – marketing effectiveness and marketing efficiency.Core issue is which measures to select and use in the marketing performance measurement system of certain enterprise so that it could be able to assess how effective and efficient its marketing is.In other words,adequate performance measurement system ought to contain performance measures that will be used to monitor effects and marketing strategy implementation process (controlling while implementing,and performance measures that can be applied to overall effect monitoring after the strategy implementation period.Otherwise,creating the marketing performance measurement system is a complex task for marketing managers.Therefore,the aim of this paper is to explore key principles and develop conceptual framework for creating and selecting performance measurement system for marketing strategy control which is based on characteristics and key success factors of marketing strategy,that is activities and actions for its operationalizing and effective implementing.
