Naslov
Customers as Element of the Contemporary Marketing

Autori
Vranešević, Tihomir ; Manidć, Miroslav

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
2nd International Conference: An Enterprise Odyssey: Building Competitive Advantage / Galetić, Lovorka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2004

Skup
2nd International Conference: An Enterprise Odyssey: Building Competitive Advantage

Mjesto i datum
Zagreb, Hrvatska, 17.06.2004. - 19.06.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
customers; customer satisfaction; contemporary marketing; marketing mix; orientation toward customers

Sažetak
Managers have to persist in direct attention to the key elements of marketing - the 4Ps. However, regardless of the success of marketing in the past, with today's prevailing circumstances (technological development, the globalisation of competition and a reduced rate of growth of the economy as a whole)traditional focust primarily and only on product, price, promotion and place/distribution could be irrational and fatal for companies success and over a longer period of time. Customers, as the greates assets of a company, have to be viewed not only as the targets of marketing activities, but also a basic element of marketing management. Results of comparative study from the year 1997. and the year 2002.have been discussed, and based on them certain reccomendations for managers are provided.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA