Naslov
Marketing Within the Organisation Structure – The Reflection of its Importance as a Competitive Determinant

Autori
Vranešević, Tihomir ; Frajlić, Dubravka ; Ozretić Došen, Đurđana

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

Izvornik
Proceedings of the 4th International Conference on Enterprise in Transition / - Split, 2001

ISBN
953-6024-39-X

Skup
4th International Conference on Enterprise in Transition

Mjesto i datum
Hvar, Hrvatska; Split, Hrvatska, 24.05.2001. - 26.05.2001

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing; marketing department; organization structure; organizational form; business philosopy; market orientation; competitiveness

Sažetak
Proper implementation of marketing activities enables competitive advantages to firms. Marketing is one of the strategic business activities that together perform considerable synergic effort. Therefore, it is difficult to measure uits partial contribute to business success. Indirectly, we could examine the importance and contribution on its existence and position within the organization structure. In that sense, the advantage to firms that support it as a business philosophy and that formally organized department of marketing is quite obvious. the organization system of marketing needs to correspond with market at full extent. Therefore, the important determinants of organization are not only internal, but also the external factors. In modelling marketing organization, the basic considerations shoud be the influence and consequences od dinamic market on the one, and organization dynamics on the other hand. The research projects, that were conducted in the 1997 and 2000 show how many firms (with 70 and more employees in Republic of Croatia), possess formally organized marketing function. The preliminary hypothesis of the research were that the importance of marketing as department of a competitive advantage is more accepted by time and that a change of marketing position within the organization structure is a consequence of recognizing the importance of marketing by the top-level management. The comparison of results draws the trend line and could be base for the future movement prognosis.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA