文章基本信息

标题：CREATING THE MODEL FOR THE IMPLEMENTATION OF MARKETING ATTRIBUTES WHICH DETERMINE DOMESTIC ENTERPRISES COMPETITIVENESS
其他标题：KREIRANJE MODELA ZA IMPLEMENTACIJU ATRIBUTA MARKETINGA KOJI DETERMINIŠU KONKURENTNOST DOMAĆIH PREDUZEĆA
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作者：Snežana BEŠIĆ ; Cariša BEŠIĆ
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：2018
卷号：8
期号：2
页码：102-112
DOI：10.5937/jemc1802102B
语种：English
出版社：University of Novi Sad, Technical faculty Mihajlo Pupin, Zrenjanin
摘要：Global market and establishing new competitive relations require a new approach to business organization management,both in the conceptional and organizational sense.Modern organizations that are actively and continually applying modern management methods and techniques have significantly better chances to strenghten their competitive ability on the global market and to take a stable market position with the perspective for further market growth.Therefore,it is necessary for domestic enterprises to implement those management techniques which emphasize long-lasting orientation towards competitiveness – relationship marketing,business quality standardization,as well as other management techniques based on knowledge.Implementation of modern management techniques is an essential precondition for a successful business performance of domestic enterprises.Misunderstanding of marketing is typical for transition economies.Domestic business organizations have to use foreign business experiences in the process of business internationalization,which means that they have to apply actively the concept of integrated marketing.This paper provides an overview of reserch results regarding the managers' attitudes of domestic companies about the need of improving the marketing practice.Also,the overview of the model for applying the marketing attributes which determine the competitiveness of domestic companies has been provided.
其他摘要：Globalno tržište i uspostavljanje novih konkurentskih odnosa zahteva novi pristup u upravljanju poslovnom organizacijom,kako u koncepcijskom,tako i u organizacionom smislu.Savremene organizacije koje aktivno i kontinualno primenjuju savremene metode i tehnike uporavljanja,imaju znatno bolju šansu da ojačaju svoju konkurentsku sposobnost na globalnom tržišu i da zauzmu stabilnu tržišnu poziciju sa perspektivom za dalji tržišni rast.U tom smislu,potrebno je da domaća preduzeća implementiraju one upravljačke tehnike koje potenciraju dugoročno opredeljenje ka konkurentnosti.Ovde se prevashodno misli na marketing odnosa,standardizaciju kvaliteta poslovanja,kao i druge upravljačke tehnike koje se zasnivaju na znanju.Primena savremenih tehnika marketinga je suštinski preduslov za uspešno poslovanje domaćih preduzeća.Pogrešno razumevanje marketinga je tipično za tranzicione ekonomije.Domaće poslovne organizacije moraju da koriste inostrana poslovna iskustva u procesu interancionalizacije poslovanja,a to znači da aktivno moraju da primenjuju integralni marketing koncept.U ovom radu se daje prika rezultata istraživanja stavova rukovodilaca domaćih preduzeća u odnosu na potrebu za unapređenjem marketing prakse.Takođe,dat je prikaz modela za primenu atributa marketinga koji determinišu konkuretnost domaćih preduzeća.
关键词：Marketing;Competitiveness;Global market;Management;Knowledge;Model.
其他关键词：Marketing;Konkurentnost;Globalno tržište;Upravljanje;Znanje;Model.