摘要：Kako bi efikasno upravljao promenama menadžementsavremenih preduzeća je prinuđen da stalno kreira nove poslovne prilike da bi odgovorio na izazove koji nastaju pod uticajem brojnih,pre svega,tehnoloških i tržišnih faktora.Od menadžera preduzeća se zahteva da razumeju izvore prednostišto je znatno komplikovanije u odnosu na ranije periode.Mali je broj preduzeća,pre svega iz zemalja u tranziciji,sa usklađenom organizacijom istrategijom koje podržavaju zahteve za istraživanjem i kreiranjem održivih poslovnih i marketing strategija.Transformacija od tradicionalnog ka društveno odgovornom marketingu je imperativ uspeha privrede i društva.Autori u radu ukazuju na ulogu i značaj marketing menadžera za uspešnu transformaciju preduzeća u sistem koji će kreirati potrebe i upravljati tržištem.Polazeći od specifičnosti tržišta zemalja u tranziciji,kakva je Srbija,analiziraju izazove za razvoj,pre svega prakse,marketinga potvrđujući hipotezu da nivo razvijenosti marketinga i tržišne orijentacije značajno utiče na poslovnu i nacionalnu konkurentnost,a samim tim i na privredni i društveni razvoj.
其他摘要：To be able to effectively manage changes,the management of modern enterprises is forced to constantly create new business opportunities and respond to the challenges that arise under the influence of a number of primarily technological and market factors.It is required from company managers to understand the sources of advantage,which has become considerably more complicated than before.Only a small number of companies,especially from countries in transition,have a harmonized organization and strategies that support research demands and sustainable business and marketing strategy creation.The transformation from traditional to socially responsible marketing is imperative to the success of both economy and society.The authors highlight the role and importance of a marketing manager for company’s successful transformation into the system which should create and manage market.Based on specificity of markets of countries in transition,such as Serbia,they perform the analysis of challenges of marketing practice development,confirming the hypothesis that the level of both marketing development and market orientation significantly affects business and national competitiveness,and therefore the economic and social development.
关键词：Kako bi efikasno upravljao promenama menadžementsavremenih preduzeća je prinuđen da stalno kreira nove poslovne prilike da bi odgovorio na izazove koji nastaju pod uticajem brojnih,pre svega,tehnoloških i tržišnih faktora.Od menadžera preduzeća se zahteva da razumeju izvore prednostišto je znatno komplikovanije u odnosu na ranije periode.Mali je broj preduzeća,pre svega iz zemalja u tranziciji,sa usklađenom organizacijom istrategijom koje podržavaju zahteve za istraživanjem i kreiranjem održivih poslovnih i marketing strategija.Transformacija od tradicionalnog ka društveno odgovornom marketingu je imperativ uspeha privrede i društva.Autori u radu ukazuju na ulogu i značaj marketing menadžera za uspešnu transformaciju preduzeća u sistem koji će kreirati potrebe i upravljati tržištem.Polazeći od specifičnosti tržišta zemalja u tranziciji,kakva je Srbija,analiziraju izazove za razvoj,pre svega prakse,marketinga potvrđujući hipotezu da nivo razvijenosti marketinga i tržišne orijentacije značajno utiče na poslovnu i nacionalnu konkurentnost,a samim tim i na privredni i društveni razvoj.
其他关键词：To be able to effectively manage changes,the management of modern enterprises is forced to constantly create new business opportunities and respond to the challenges that arise under the influence of a number of primarily technological and market factors.It is required from company managers to understand the sources of advantage,which has become considerably more complicated than before.Only a small number of companies,especially from countries in transition,have a harmonized organization and strategies that support research demands and sustainable business and marketing strategy creation.The transformation from traditional to socially responsible marketing is imperative to the success of both economy and society.The authors highlight the role and importance of a marketing manager for company’s successful transformation into the system which should create and manage market.Based on specificity of markets of countries in transition,such as Serbia,they perform the analysis of challenges of marketing practice development,confirming the hypothesis that the level of both marketing development and market orientation significantly affects business and national competitiveness,and therefore the economic and social development.
