Kreiranje modela za implementaciju atributa marketinga koji determinišu konkurentnost domaćih preduzeća

Abstract

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.