文章基本信息

标题：Marketing: Trends and behaviour patterns
其他标题：MARKETING – TRENDOVI I OBRASCI PONAŠANJA
本地全文：下载
作者：Salai Suzana ; Kovač-Žnideršić Ružica
期刊名称：Škola Biznisa
印刷版ISSN：1451-6551
电子版ISSN：2406-1301
出版年度：2012
期号：1
DOI：10.5937/skolbiz1201015S
语种：English
出版社：Visoka poslovna škola strukovnih studija, Novi Sad
摘要：In order for marketing to act proactively,it must acknowledge the trends (mega and metatrends) which anticipate future changes reagrding the customer as well as changes in consumption,regarding products and rivals.From yesterday's industrial era,through space conquering era and today's dominating information era,the world is turning toward 'the era of the man'.Human potential (talent,innovativeness,creativity) grows to be the main determinant of economic development will have to face new reality which will have higher importance for management companies and individuals,as well.Societies and economies underlay significant transformations on a daily basis which occur randomly.Whatsoever,it might seem to the observer that these transformations are almost tangible.For example,the presently overwhelming business models are shored to be redefined in the forecoming period.Present models that rose out of the recent recession have imposed hard times to societies which will probably strengthen them.It will be necessary to reconcept the social system and redefine values.In marketing and business the upcoming of new power calls for new conceptions and practice.Marketers understand the need for a full,cohesive approach that leaves behind traditional marketing.This new holistic conception is based on development,design and realization of marketing programmes,processes and activities by which the width and interrelatedness of effects are acknowledged,e.g.that everything has its importance in marketing and that a wide,integrated perspective is necessary.Changes regarding the customer are headed towards searching for one's identity,while behaviour aims at the way the customer wants himself/herself to be seen by the environment.
其他摘要：Da bi marketing mogao da deluje ex ante mora poznavati trendove (megatrendove i metatrendove) kojima se predviđaju buduće promene kod potrošača,u potrošnji,na proizvodima i kod konkurenata.Od jučerašnje industrijske ere,preko ere osvajanja svemira,pa do d
关键词：holistic marketing; the customer; values; talent; knowledge
其他关键词：holistički marketing;potrošač;vrednosti;talenat;znanje