ZNAČAJ MARKETING FUNKCIJE U POSTKRIZNOM PERIODU
THE IMPORTANCE OF MARKETING FUNCTION IN POST CRISIS PERIOD

Summary/Abstract: The crisis period has drastically increased the evolutional changes in marketing. Progress and existence of contemporary organizations is depending on reactions of their marketers, who need to adapt the organisation's products, resources, methods of work and competence to the newly market demands. In changing marketing environment the traditional medias have inferior role in marketing process. Recognizing the Internet as the new media is not enough. It is necessary to thoroughly analyze this technology regarding the imperative of two way communication with customers. The aim of marketing function is not only to provide information, but also to share it and in that way, to create partner relations with customers. Post crisis period in marketing is consisted of many opened possibilities, but in its essence, according to the tendencies, it represents the return to the traditional exchange of information, in the sophisticated forms of new technologies.

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