期刊名称：Journal of Engineering Management and Competitiveness
印刷版ISSN：2334-9638
电子版ISSN：2217-8147
出版年度：2016
卷号：6
期号：2
页码：120-128
DOI：10.5937/jemc1602120D
语种：English
出版社：University of Novi Sad, Technical faculty Mihajlo Pupin, Zrenjanin
摘要：Global markets and modern business conditions require from enterprises to change their business philosophy and ways of behaviour in their business practice.Nowadays,in IT society,knowledge has become the basic resource.Marketing enables knowledge management by making possibilities for increasing knowledge productivity of other business functions in enterprises.Relationship marketing signifies a considerable advance in marketing approach,going from thinking exclusively about competition and conflict categories towards the categories of collaboration and interdependence.Domestic enterprises are facing problems with achieving competitive abilities on global markets and one of significant causes of this phenomenon is inappropriate implementation of marketing concept and modern methods and techniques of marketing management.This paper presents current global trends in theory and practice of marketing and marketing management along with critical analysis and recommendations for improving marketing practice in domestic enterprises.
其他摘要：Globalno tržišta i svremeni uslovi poslovanja zahtevaju od preduzeća promenu poslovne filozofije i adekvatne načine ponašanja u domenu poslovne prakse.U informatičkom društvu znanje postaje osnovni resurs privređivanja.Marketing omogućava upravljanje znanjem,odnosno stvara mogućnost za povećanje produktivnosti znanja ostalih poslovnih funkcija preduzeća.Marketing odnosa označava značajan pomak u pristupu marketingu,od razmišljanja isključivo u kategorijama konkurencije i konflikta,ka razmišljanju u kategorijama međuzavisnosti i saradnje.Domaća preduzeća imaju probleme sa postizanjem konkurentske sposobnosti na globlanom tržištu,a jedan od značajnih uzroka ove pojave jeste neadekvatna primena marketing koncepta i savremenih metoda i tehnika upravljanja marketingom.Ovaj rad donosi prikaz aktuelnih globalnih trendova u teoriji i praksi marketinga i marketing menadžmenta,odnosno kritičku analizu i predloge za unapređenje domaće marketing prakse.
