期刊名称：Facta Universitatis. Series Economics and Organization
印刷版ISSN：0354-4699
电子版ISSN：0354-4699
出版年度：1998
卷号：1
期号：6
页码：35-42
出版社：University of Nis
摘要：Under conditions of permanent changes it is logical for enterprises to apply an adequate strategic approach in management process. In the process, the role of marketing is specially expressed in setting priority and target markets in determining marketing program and developing suitable market culture in organization that provides flexibility, coordination and effective control approach. Market management of enterprise assumes a strong internal connection between members of organization and permanent coordination of strategy in transformation process. In the paper it has been pointed out the cause and effect of relation between marketing and success of transformation, as continued management process of enterprise. Special attention has been paid to the phases of planning, communicating and controlling in that process.
