Vol.1, No 6, 1998 pp. 35 - 42
UDC 658.8

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MARKETING MANAGEMENT
AND TRANSFORMATION PROCESS OF ENTERPRISE
Ljiljana Stanković
Faculty of Economics, University of Niš, Trg VJ 11, 1800 Niš, Yugoslavia

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Abstract. Under conditions of permanent changes it is logical for enterprises to apply an adequate strategic approach in management process. In the process, the role of marketing is specially expressed in setting priority and target markets in determining marketing program and developing suitable market culture in organization that provides flexibility, coordination and effective control approach. Market management of enterprise assumes a strong internal connection between members of organization and permanent coordination of strategy in transformation process. In the paper it has been pointed out the cause and effect of relation between marketing and success of transformation, as continued management process of enterprise. Special attention has been paid to the phases of planning, communicating and controlling in that process.

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MARKETING MENADŽMENT
I PROCES TRANSFORMACIJE PREDUZEĆA U uslovima stalnih promena logično je da preduzeća koriste odgovarajući strategijski pristup u procesu upravljanja. Uloga marketinga u tom procesu posebno je izražena u određivanju prioriteta i ciljnih tržišta, u determinisanju marketing programa i razvijanju odgovarajuće kulture tržišta u organizaciji koja omogućava fleksibilnost, koordiniranost i efektivne pristupe kontroli. Tržišno vođenje preduzeća pretpostavlja jaku internu povezanost između članova organizacije i stalno usklađivanje strategije u procesu transformacije. U radu se ukazuje na uzročno-posledični odnos marketinga i uspeha transformacije kao kontinuiranog procesa upravljanja preduzećem. Posebna pažnja usmerena je na sledeće faze u tom procesu: planiranje, komuniciranje i kontrolu.