Abstract
The need to attract tourists, companies (foreign direct investment) and talented people and to find markets for their exports requires that countries adopt strategic marketing management tools and conscious positioning. Serbia?s successful economic development requires radical reforms on multiple fronts simultaneously. The whole basis of Serbia?s national competitiveness must be transformed. This requires changing organizations? marketing strategies as well as new requirements for the Serbia?s business environment. Improving marketing activities of our enterprises require: the demise of marketing intuition and the rise of marketing science, the rise of holistic marketing the rise of partner relationship marketing and customer relationship marketing, discovering new points of differentiation and positioning on the base of consumption chain analysis, customer-centered brand management creating and sustaining a market-driven organization through a successful change program.
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