ࡱ> 9 {bjbj)ȀlX@&&&::::8r,d: ($$$$$$&&&&&&&$( *@'&$$$$$'x&&$$'xxx$&$&$&x$&xxV :%&&&$ w::@& &,'0 (& 6+\6+&x::&&&&Mr.sc. Neven `eri dipl.oecc. University of Split, Faculty of Economics Matice hrvatske 31 21 000 Split mob: 098 931 68 04 Split, 03.01.2003. 5th International Conference Enterprise in Transition University of Split, Faculty of Economics Matice hrvatske 31 21 000 SPLIT CROATIA Mr.sc. Neven `eri dipl. Oecc , University of Split, Faculty of Economics, Matice hrvatske 31, 21 000 Split, mob: 098 931 68 04 IMPORTANCE OF REMODELING OF MARKETING STRATEGIES FOR THE MARKET IN THE COUNTRIES IN TRANSITION Key words: remodeling, strategy, tactics, market, global, transition. Split, 2002. Mr.sc. Neven `eri dipl.oecc. University of Split, Faculty of Economics Matice hrvatske 31 21 000 Split mob: 098 931 68 04 Split, 03.01.2003. 5th International Conference Enterprise in Transition University of Split, Faculty of Economics Matice hrvatske 31 21 000 SPLIT CROATIA Mr.sc. Neven `eri dipl. Oecc , University of Split, Faculty of Economics, Matice hrvatske 31, 21 000 Split, mob: 098 931 68 04 NU}NOST REMODELIRANJA MARKETIN`KIH STRATEGIJA NA TR}I`TIMA ZEMALJA U TRANZICIJI Key words: remodelirati, strategija, taktike, tr~iate, globalno, tranzicija. Split, 2002. EXTENDED ABSTRACT Marketinaka strategija poduzea nu~no treba osigurati kompetitivnu prepoznatljivost poduzea na tr~iatu. Takti ki instrumentarij osigurava ~eljenu tr~ianu poziciju na dulji rok. Recesija i rastua konkurencija na globalnom tr~iatu uvjetuju nu~nost airenja poslovanja poduzea na nova tr~iata. Tr~iata tranzicijskih zemalja zbog relativno visoke stope rasta sve su interesantnija stranim poduzeima. Domaa poduzea svoje tr~iane pozicije nastoje obraniti, a paralelno svoju marketinaku strategiju na dugi rok grade na okvirima globalnoga tr~iata. Marketinake strategije razvijaju se kako se razvija i suvremeno tr~iate. U raskoraku specifi nosti poslovnih koncepcija usmjerenih domaem i globalnom tr~iatu esto se u praksi deaava da odabrane strategije kao svoj rezultat imaju gubitak udjela na domaem tr~iatu uz neadekvatnu kompenzaciju poveanja tr~ianoga udjela na globalnom tr~iatu. Ovako promatrana problematika namee promjene u razmialjanju o poslovnoj koncepciji poduzea, a time i u standardiziranim marketinakim pristupima. Na globalnom tr~iatu je veina relevantnih tr~ianih varijabli poznata. Na tranzicijskim tr~iatima to definitivno nije slu aj. Neadekvatno provoenje operativnih marketinakih strategija temeljenih na prevladavanju problema tranzicijskog tr~iata i priklju ivanju globalnom tr~iatu mo~e imati nesagledive posljedice na tr~iani udio poduzea. Zbog toga je nu~an zna ajniji zaokret u pristupu marketinakim strategijama poslovanja na tr~iatima zemalja u tranziciji. Raznolikost i prilagoenost takti kog instrumentarija pretpostavka je odr~ivosti marketinake strategije i izgledna mogunost za rast, ili barem odr~avanje dostignutog tr~ianog udjela. Razumijevanje kauzaliteta tranzicijskog tr~iata pretpostavka je modeliranju odr~ive marketinake strategije. Specifi nost tranzicijskih tr~iata je u izra~enoj dinamici njihovoga rasta i pojedinim presko enim razvojnim fazama . Nesavraenost i nedefiniranost tranzicijskih tr~iata saglediva je u potpunosti jedino ukoliko se promatra sa razli itih aspekata. Obzirom da je kompleksnost ukupnoga tr~ianoga uvida pretpostavka optimalnom modeliranju strategije to je istoj problematici nu~no pristupati sa nekoliko nivoa koje emo definirati kao primarni, sekundarni i tercijarni tr~iani uvid. Primarni tr~iani uvid uvijek nastaje nesvjesno, a o ituje se dubokim osjeajem potrebe poduzimanja odreene poslovne akcije. Promatranjem kroz prizmu primarnog tr~ianog uvida zamjeuju se odreena dogaanja ije je trendove mogue predviati. Potra~nja na tr~iatu postaje u potpunosti svjesna svojih zahtjeva , a to predstavlja jedan viai nivo tr~ianog iskustva. Sukladno primarnom tr~ianom uvidu mo~e se konstatirati da su na tr~iatima tranzicijskih zemalja prisutne podudarnosti koje je mogue iskoristiti u svrhu kvalitetnijeg prilagoavanja marketinake strategije. Sekundarni tr~iani uvid proairuje svijest o evoluciji tr~iata i odnosa na njemu. Njime se otkriva zaokupljenost gospodarskim napretkom te se izdi~e iznad nje. Tercijarni tr~iani uvid definira novo poimanje tr~ianoga svijeta. Tr~iani subjekti po inju zamjeivati odreene regulacijske sile koje su im ranije bile nevidljive. Zamjeivanje ovih regulacijskih sila zapo inje s izra~enim osjeajem potrebe promjene pristupa tr~iatu i subjektima na njemu. Tr~iana dogaanja koja uo avamo meusobno mogu biti razli ita, ali karakteristike mogunosti koje ona pru~aju su sli ne. Polazei od toga mo~emo postii da se odreeni dogaaji na tr~iatu zbiju prije ili kasnije. Pretpostavka ovome je adekvatno remodeliranje i aplikacija marketinakih strategija. Na in remodeliranja marketinakih strategija podrazumijeva osnovni smjer restrukturiranja konkretne strategije i pripadajuih joj taktika. U tr~ianoj praksi primjenjivali smo dva temeljna pristupa, bottom  up i over the top. Over the top pristup remodeliranju marketinake strategije podrazumijeva globalan pristup konkretnoj strategiji na na in da se polaziata odreuju skeniranjem tr~ianog reljefa. Ovaj pristup remodeliranju marketinakih strategija polazi od primjenjivih zakonitosti globalnoga tr~iata . Prednost je u injenici da prvi tr~iani dojam poduzee svrstava u kategoriju lidera bez obzira na stvarni potencijal i odr~ivu tr~ianu poziciju. Nedostaci su nemogunost reakcije na izmijenjene zahtjeve potra~nje na na in kako to potra~nja o ekuje kao i mogunost da se previde neke va~ne specifi nosti konkretnog tr~iata, ato u kona nici mo~e rezultirati smanjivanjem tr~ianoga udjela i ak potpunim gubitkom tr~iata. Bottom  up pristup remodeliranju marketinakih strategija u praksi zalazi ispod reljefa tr~iata koje se skenira. Ovaj pristup dopuata i potpuno reoblikovanje marketinake strategije koja se primjenjuje na tr~iatu zemlje u tranziciji kroz mijenjanje kompletnog takti kog instrumentarija na na in da je marketinaka strategija pod potpunom kontrolom taktika. Prednosti ovoga pristupa su pozitivne reakcije potra~nje na podila~enje stvarnim potrebama koje se generiraju na tr~iatu. To ima pozitivne reperkusije na kontinuirano poboljaavanje tr~ianoga imid~a tvrtke koja stvara dojam respektabilnosti i trajanja na dulji rok. Nedostatak su viai troakovi poslovanja uz sporije poveavanje tr~ianoga udjela. Postojee kolizije taktika i strategije predstavljaju potencijal u tra~enju i iznala~enju optimalnog pristupa poduzea na tr~iatu. Korisno je temeljnu strategiju koja se postavlja ostaviti otvorenom za oblikovanje tijekom primjene, kako bi ona kona no postala razumljivija potra~nji, ato vodi u vraivanju tr~iane pozicije poduzea. Na tr~iatima tranzicijskih zemalja marketinake bitke se po pravilu dobivaju na takti kim razinama. Potrebno se orijentirati na jednu taktiku koja je jedinstvena u svojoj posebnosti. Takti ki program ije reoblikovanje tr~iate najspremnije prihvaa smjer je prema taktici kojom treba remodelirati strategiju. Remodeliranje marketinake strategije za razli ita tr~iata definitivan je preduvjet aansi za poveavanje, ali i odr~avanje dostignutoga tr~ianoga udjela. Pristup od takti kog operativnog programa, kroz taktiku kojoj isti pripada i djelujui prema strategiji recept je koji je i u danaanjim turbulentnim tr~ianim uvjetima na tranzicijskom tr~iatu Hrvatske mo~e osigurati opstanak i airenje poslovnih projekata uz istovremeno ja anje tr~ianog imid~a i zadr~avanje preferencijalne tr~iane pozicije poduzea. Selected references: 1. Alexandrides, C. G., & Bowers, B.L.(1987): Countertrade: Practices, Strategies and Tactics, Wiley, New York, NY 2. Anderson, E., Beverlee B., and Venkatesan, M.(1994): Temporal Dimensions of Consuming Behavior across Cultures TX: Dryden, Fort Worth , NY 3. Drucker, F. P. (1993): Managing for the Future  The 1990s and Beyond, Truman Talley Books/Plume, New York, NY 4. Radi, T.(1993): Agora demokracije, Laus, Split, HR IMPORTANCE OF REMODELING OF MARKETING STRATEGIES FOR THE MARKET IN THE COUNTRIES IN TRANSITION INTRODUCTION The marketing strategies evolve with evolution up-to-date market. It has become a post gradual adapt to the global demands. The growth on global market during the last decade of the twentieth century is characterizing by price's lowering although a maintenance of products quality. The global offer of product and favors would be growing and the global demand would be stagnating. Today such relation is resulting by an economic recession on global market. There are some new markets, where there is a possibility for stronger growth. These are countries in transition's markets. They are not reached an evolution encore. Nowadays, marketing strategies are changing because of a growth of global market, so as growth of a concurrent. There are strong changes in the field of buyers also. One offer needs to be as original as it could be. Prices are going down, and a quality toward price is hardly reachable standard. A Global offer is growing, and a global demand is going down. Such relationship results a fact of constantly economic recession. It is important to change an ordinary reach to the global market looking at the economic recession as a possibility for a future growth of world economy . There is a special chance for markets of countries in transition. These markets have their own possibility to obtain extra profit. Markets of countries in transition have some specific laws because of their slower development. There is also a historic discontinuity of these markets.1 This historic discontinuity has resulted in different common demand on markets of countries in transition. On the other hand companies established their business on such markets need to adapt their strategies to some different laws and behavior of market's demand. The global marketer needs to understand how these markets operate and how the deconstruction of the value chain affects the marketing effort. Roots of their differences are in the field of relationship, degree of customer satisfaction and retention, political perspectives and ethical issues. Marketing managers do not plan strategies especially for this kind of markets. A company must decide in which direction it is going, or it may fall into the trap. The difference between common global marketing strategy and a special kind of marketing strategy for a market in transition could sometimes ruin results on both sides. Possible result could be a loss of a part of the global market, so as without a catch of a part of new transitions market. Therefore a double of reach sometimes means one main strategy, and one remodeled option for markets in transition.2 Marketing strategy framework helps in analyzing current marketing resources on markets of a country in transition. During the search for sustainable solutions praxis shows that establish in a concept of strategy's remodeling needs knowledge of causalities of markets history.3 Chosen strategy always needs to be implanted into the main global strategy of the company. Even native companies of countries in transition start to practice similar reach. It is a defense toward danger of taking over of national economic strongest companies for a fist full of bucks. Without this changing of reach tendency of taking over of leader companies is reality. It is recommended to remodel main strategies through tactics, because of this. That avoids head - on competition. To avoid head - on competition one has to find a new or some better ways to satisfy customers' needs. Market in transition, named like that has its own unsolved economic problems, so as opportunities looking for optimal solutions. These solutions can result with higher percentage of net profit toward expenses. Between wishes and possibilities it is easy to forget meaning of a center of market's attention.4 Highly ranking growth of countries in transition's markets 5 offers possibilities for establish higher financials targets. In such situation something has forgotten, a nature of need. Market's needs are changing daily. These changes could be the main reason for loosing of companys market s part. Finding a sustainable competitive tactics requires special attention to company's strengths and weaknesses. A Marketing manager should actively seek information about history of targeted market. Nothing is happening occasionally. There is a reason for everything. This means other lines of business's concepts. There is no space for standard marketing reach. On the other hand, it is very risky change global marketing strategy of the company. What is the solution? Take a look at the global market. The most part of main variables are well known there. Questions are rare. It is not the same thing for the countries in transition's markets. Things sometimes look very strange. But it is a market. Remodeling of operative marketings strategies is sometimes highly questionable. It depends on estimate strength and weakness of such change. Some of the most important variables are sources of liquidity. Recovering of mistakes in future is very expensive. Sometimes there is no second chance, even. Bankrupt is reality. Second possibility is to let taking over under the real market's price. This couldn't be a logic target of national economy, not even for the company's owner. The necessary significant reversal is doing business because of all this in admission the marketing strategies on markets of countries in transition. The variety and adaptation of tactical instruments present the hypothesis and the hopeful possibility for the growth of maintenance thread a needle, or at least, market attained. 1. CAUSALITIES OF A COUNTRY IN TRANSITIONS MARKET The apprehension of causality is very important hypothesis for maintainable marketing strategies. The specific of a country in transitions market is his dynamic, and skip stages of the development. The imperfection and indefinite of these markets is fully observing only in case of looking from different aspects. The complexity of a total market insight is a real hypothesis for the right strategy. Hereafter we will present the primary, the secondary, and the tertiary aspects of the market insight. These three insights can show through some deep causality. 1.1. Primary market insight Primary market insight is always originating by unconscious he is treating is telling, the necessity undertaking the deep sensation it would be determined the business actions. The unrest is keeping stimulating the market participant reaction. Primary market insight the happening perceives would be determined oneself whose trends possible is predicting waiting for through prism. How to keep control lasting for the purpose of their legalities they fashioning and adequate the marketing strategies? Which analyzing is initiating the market participant the unrest the reaction it may be able to fortify itself. The same is hailing from the traditional market relation which have been in spite of the changes desire on the markets the decades would stay the countries in transition the last the market happenings herself deep implemented in all the struggle for market control. The demand is treating on market station fully conscious one's own request, this is representing higher market experience level.6 This level may be able to observe itself on the market through matches. Everyone necessity is the scores would be determined the intuition or the premonition needs to undertake that specific action. Waiting for the happening is the loading feel the practical that would be predestined the forces are ruling, as an inexplicable of them on the market.7 This primary market insight may be able to find itself. On the transition's country's markets the present matches may be able to help in additional education of market relationships. The matches are under the influence of the specific market force which may be able to feel present itself as the stable it is treating. Their form terse is observing itself regulatory through forces intersecting on the market.8 The augmentation of number is experiencing the market subjects towards specific critical paste. This insight offers the synchronous match experience on market, representing the initiative in detecting following market levels. Has the market unrest, mentioned, who legal pledge distinguishing itself the single market led by the nose through wish the score of its giving the some conscience and the country the striving for above another nose that the market of country in transition is something more than we know about it? 1.2. Secondary market insight How it has displayed how the primary market insights are manipulating, as the market led by the nose the conscience of significant the matches on market that it is creating, the specific court trials the impression. Always these court trials to market experience encore itself is thinking cognitive insufficiently exists is rejecting and it still. For fully understanding it is important to look through its broader historical market perspective, comprehending, the evolution market philosophy.9 There is a kind of insecurity, when the doubts are carrying off market to the appearance into the idealistic offering in creating adequate brother-in-law the demand is appearing. The idea is growing ripe so the global market happenings are possessing on the repercussions on single markets all. The self of its giving has comprehended the market being itself however necessary to find out the system working the up-to-date markets and to comprehend the court trial of the market harmony. Trying of the sciences to offering the market truth, so as to descript market in reality have left the markets relationship distant confused on it. The selection aiming turn into absorption the existing demands, forgetting basic question why the market exist and what is really happening there. The absorption of some standards is present on all markets.10 It is looking how the markets activities may be able itself cant retard same rising because of insecurity of the market subjects participating The secondary market insight is converting a fraction of the market evolution and the relationship there. The absorption is discovering itself as an economic progress becoming even above. The absorption had been the necessary section of evolution up-to-date market and his evolutions. It is spending enough time for the reinstatement demands what is really behind the market and how things really work there. That opens a dilemma of the tertiary market insight. Is the sequence of the accidental market happening is losing accidental characteristic when it is leading by the force of regulatory and its usage possibilities? 1.3. Tertiary market insight Searching out into guides force of markets regulatory then is starting intersecting the legalities of the accidental happenings to observe they are occurring consistent . The economy and psychology are assimilating into a new synthesis on level market. It is based on perceiving conformities. Comprehending details why market chances are meaning and working is establish a brand-new look on the market. Tertiary market insight defines this new understanding of markets world and causalities. Market subjects are starting to find out the forces of which would be determined regulatory before indiscernible. The remark of approaching regulatory forces start by the necessity change on expressive sensation. Markets happenings that would be observed reciprocal may be different, but the possibilities of their characteristics could be the same. Are we able to carry down some markets events that would be determined themselves sooner or later? The answer on this question is hidden in the field of adequate remodeling and application of such new marketing strategies on markets of countries in transition. 2. WAYS OF REMODELING OF MARKETING'S STRATEGIES Remodeling of a marketing strategy understands the concrete strategy fashion and the appurtenant its basic tactics ways, and finally, the restructuring. During our market experience we have used to two basic approaches: bottom up, and over the top. Every one is possessing up and over one's own practical the muzzle-loader. Toward our experiences the better one for the market in country in transition is bottom up. It is accosting proportionate. For proving up of this thesis, first we will present both of these approaches through its specific qualities. 2.1. Over the top approach to the remodeling of marketing strategies Over the top reach means a global view to the concrete marketing strategy on fashion the starting points are determination by scanning of markets relief.11 Everyone strategy is representing itself the coherent marketing's way. It's not acceptable to approach into strategy as an objective target. Every strategy intently the coherent meaning of its own tactics would be chosen on. Besides, strategy is including coherent marketing's activities that are performing operatic market's program of discovering. Over the top approach is remodeling start from the components of global market synchronous and from usable legality toward target market. It is important to understand its specific quality. By trying of the operative tactical programs adjustments to the concrete strategy, it become translating toward the concrete market itself. The point of departure is always in the field of using of tactical instrument as used on the global market. Such reach possesses some appropriate odds because of the fact that the first market impression could put the company into the leading market position without regard on real potentiality and the maintainable market category. The scantiness is the fact that the company is maybe not being able to respond towards all market's demands adequately. This could result by the loss of markets image. The scantiness is the possibility of overlooking some important specific qualities of that market, also. The maladjustments the remodeling of marketing strategy with the current market values system may be able to result by lessening the gradual the market thread a needle market and even the total loss of the market. 2.2. Bottom up approach to the remodeling of marketing strategies Bottom up approach to the remodeling of marketing strategies in practice accost below the scanning market relief. Accept of all fortified causalities we are going to select copulas with general model strategy whom practicing itself on global market. It is allowing besides in this admission to change complete tactical instruments by remodeling used marketing strategy. In this approach the marketing strategy is complete well under used tactics. The tactics are varying and combining toward and accordant changes which are appearing to market relations, most of the competition segment. Chosen tactics are very unique, and present main market perspective. The strategy possesses many elements. They all have undistracted on tactics. The strategy may be classified as a routine according to type from tactic. It is a quite difference. Here, with bottom-up approach there is no possibility for routine because all half from tactics. This approach is offering some odds because of positive demands responding on suffusion. This is not most frequently nor terse because it leads to additional costs. On the other hand, it is offering the positive repercussions for the company's image on the market. Respectability looks like an impression of protracted lasting of the company. Market performance looks like it could be able to answer on growing of demand. The company is presented unpretentious, but it is able to answer to all demands. The scantiness is the fact that company slow and heavy is magnifying our own market portion because on model markets entry.12 Besides consequent there is upon itself a dualism through polarization business conception between global and domestic market. It is resulting with unacceptable usage of total company potentiality in practice. Such happenings are menacing the maintenance of market thread a needle the deadline on protracted period. 3. POSSIBLE COLLISIONS BETWEEN MARKETING STRATEGY AND TACTICS ON THE MARKET OF COUNTRY IN TRANSITION Alone are representing the tactics along itself the unitary ideas they are treating, while the strategy is a complex of multitude elements. All these elements need have hard lines with chosen tactics. The strategy could be somewhat common and routine. Promising everyone is accosting the tactics whom unitary and different. Everyone's tactic is a perspective approach, unique and different from the other one. Tactic is not depending on time and it may be able as a constant. The strategy is prospering during the time. Looking from this side, it is clearly sure that main marketing strategy and its tactics could result by reciprocal collision.13 Tactics are some competitive edge, while the strategy is justifying itself for establish of odds, and keep them in the future time. The tactic is external toward the company, while the strategy is internal. Because of the reorganization the strategy is taking hold internal. The tactic is oriented towards the publics they is treating, and the strategies towards concrete product or the favor of the company. By using of exposed bottom-up model of marketing strategys remodeling would understand accost up the model from special towards common, from short-term towards long-term. It discovering the concrete tactics whom possessing is predictable succeed to practical use building in, into selected strategy. This is the first significant step toward set object. Collisions between tactics and marketing strategy on the market of country in transition as a possibility The presented collisions between tactics and marketing strategy have some potentiality in searching and discovering an optimal approach of the company toward the market of country in transition. It is placing the course use the useful basic strategy to leave itself open for an operative formation. It is useful to change instead the standardized variables with operative tactical program usage. These programs need to invest occasionally below market relief, and by some cognitive analysis. Their modifications will point the right way for an accurate remodeling process of the basic strategy. Finally, it becomes more understandable for the market demand, and the market position of the company is becoming better, in fixing itself in a respect position to the competition. The tactics selection for remodeling of marketing strategy itself The practice is more frequently claiming the strategy that it may be able to express itself in look higher different tactics. Such admission is standing for a very long for the competition, and to get the odd to carry down on the market. Problem is in fact that companys marketing strategy during long-term period looks more common because of growing number of tactics. The strategic business plan becomes predictable for competition, and the company is seeing by the market demand in the light of his realities why is often advisable, especially on the market of country in transition. The market logic on these markets is often essential. The marketings battles on such markets are often getting on as a rule itself on tactical levels. The facts would be confirmed because of it, plus into the experience of author, the strategy viability it is depending on very specific copulas tactical operative programs on the market.14 The tactic may be able to represent and a fair small odd. How to recognize which are the tactics most adequately for the remodeling of the main marketing strategy? The market experience taught us that this is not most frequently the set of tactic. Usually it is just one of tactics in use. Concrete, often it is a tactic whom the unitary different to particularity looks very different from the other ones. The tactical program which is most accepting by the markets demand is a right way toward right tactic for remodeling main marketing strategy. Finally, lets accent that it is not useful to rearrange the complete tactical instruments in search of the right tactical program that is most acceptable into strategy established. It is important to take care of time, and not to make sense of remodeling itself. The answer is hidden deep in the market. The other way is very frequently risky and approaching to the missed opportunity on the market of country in transition. 4. CONCLUSION The company needs to insure the necessary marketing strategy as the competitive reconcilability on the market. The tactical instruments are insuring wishing market position to the deadline on protracted. The global recession and the tremendous competitions are conditioning the spreading of doing business as necessaries for every one company on some new markets. The markets of countries in transition are one of the often-new markets targets because of its relative high rates of growth. The companies are approaching them in the way of accommodating of their own basic marketing strategy. If one company has an adequate recognizable image, it is trying to adapt it in harmony with its main marketing strategy. Domicile companies on such markets their up growths business strategy, so as main marketing strategy, build on frames of the global market. These markets even have their own limitedness also. They have not burdened strengthening but so much the marketing strategies are spending whom the precepts. This fact is extending them the chance and the possibility for modification operative tactical program it would be chosen the tactics are working on remodeling the marketing strategies in accord with the requests demand that on markets of countries in transition dynamically are varying. How to adapt the marketing strategy for insuring hopeful scores on the global market and on the market of the country in transition without a danger of loosing established markets image? The dualism sometimes could become competitive weakness. The being aimed following the market demand and its continuing growing necessities on the markets of countries in transition is a valid hypothesis to adequate adjustment of the marketing strategies. The remodeling of the main marketing strategy for different markets is a definite prerequisite for a chance of enlargement the market thread reached. The same admission is belonging from tactical operative program. It is the only way of survival through tactics toward the strategy during todays turbulent markets conditions. The rest is just a game of business. REFERENCES 1. Alexandrides, C. G., & Bowers, B.L.(1987): Countertrade: Practices, Strategies and Tactics, Wiley, New York, NY 2. 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G., & Bowers, B.L., Countertrade: Practices, Strategies and Tactics, Wiley, New York 1987. 10 Webster, F.E.Jr., The Changing Role of Marketing in the Corporation, Journal of Marketing 56 October 1992. pag. 1 17 11 Kogut, B., Designing Global Strategies: Comparative and Competitive Value Chains, Sloan Management Review, Summer 1985., pag. 27 - 38 12 Blackwell, R. Ajami, R. & Stephan, K. Winning the Global Advertising Race: Planning Globally, Acting Locally, Journal of International Consumer Marketing 3, no. 2, 1991. pag. 97 13 Drucker, F. P., Managing for the Future The 1990s and Beyond, Truman Talley Books/Plume, New York, 1993. 14 Fornell, C., A National Customer Satisfaction Barometer: The Swedish Experience, Journal of Marketing 56, no. 1, January 1992. pag. 6 - 21 PAGE 20 &"04hnrv24   " & Z ` d ~ h   J+,, ,*,B,x--11L2X2l6|688R<l<n<~<<<<<<<<<<<<<<<<<N@ٿٿٿٿٿٿٿٿٿٿ5655CJmHsHCJ5CJ 5>*CJCJ 5mH sH  56CJ 5CJH*5CJ5>*CJmHsH CJmHsHI< ",Rnprrtv468:<>$dha$ p^p` pdh^p`dhkz.     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