Vol.1, No 8, 2000 pp. 9 - 16
UDC 658.8:65.012.2 (497)

---

CUSTOMER ORIENTED MARKETING CONCEPT
AND STRATEGIC ENTERPRISE DEVELOPMENT
IN BALKAN ECONOMIES
Vinka Filipović, Vesna Milićević, Nevenka Zarkić-Joksimović
Faculty of Organizational Sciences, University of Belgrade, Jove Ilica 154, 11000 Belgrade

---

Abstract. This paper presents the relationship between the level of marketing organizing and program orientation of an enterprise. The focus is on exploring marketing significance related to the selection of enterprise's program orientation and competitive position in the market in the context of achieving planned goals. The role of marketing management and related new marketing concept supporting strategic enterprise development in transition process of Balkan economies are of special importance.

---

RELEVANTNOST NOVOG MARKETING KONCEPTA ZA  PREDUZEĆA BALKANSKIH EKONOMIJA U radu je prikazan odnos izmedju nivoa marketing organizovanja i programa orjentacije preduzeća. Fokus je na istraživanju značaja marketinga za selekciju programa orijentacije preduzeća i konkurentsku poziciju na tržištu u kontekstu postavljenih planskih ciljeva. Uloga marketing menadžmenta i novog marketing koncepta je posebno važna za podržavanje strategijskog razvoja preduzeća u procesu tranzicije balkanskih zemalja.