Konceptualni razvoj i determinante poslovnog marketinga u savremenom poslovanju
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U radu se razmatra konceptualni okvir poslovnog marketinga (business to business marketing) u skladu sa savremenim uslovima poslovanja. Na taj način se stvara validna osnova za formulisanje posebnih metodoloških pristupa na planu efektivnog delovanja industrijskih kompanija na poslovnom ili interorganizacionom tržištu. Takođe, time se omogućava potpuniji uvid industrijskim marketarima u specifične izazove vezane za kreiranje poslovnih i marketinških strategija na ovom području. Upravo iz navedenih razloga, pored razmatranja osnovnih konceptualnih aspekata poslovnog marketinga, u radu se posebno analiziraju ključne specifičnosti savremenog interorganizacionog tržišta, koje potvrđuju neophodnost zasebnog marketinškog tretiranja ove, po mnogim pokazateljima, sve značajnije oblasti u savremenom privrednom okruženju.
Poslovni marketing, koncept, privredni značaj, specifičnosti interorganizacionog tržišta
Короткий адрес: https://sciup.org/170204189
IDR: 170204189 | УДК: 658.8; 334.7:339.138
Conceptual development and determinants of business to business marketing in contemporary business
This paper discusses the conceptual framework of business to business marketing in accordance with contemporary business conditions. This creates a valid basis for the formulation of specific methodological approaches in the field of effective functioning of the industrial companies in the business to business or interorganizational market. Furthermore, this allows more thorough insight into the specific challenges related to creating business and marketing strategies in this area. For these reasons, in addition to the basic conceptual aspects of business to business marketing, the paper analyzes the key specifics of the modern interorganizational market which confirm the need for special treatment of this especially important area in the modern business environment.
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