Usklađivanje marketing strategije sa promenama u okruženju
Aligning Marketing Strategy With Changes In The Environment

Summary/Abstract: Enterprises facing numerous threats and weaknesses search for solutions by aligning their organizations with the market. The main aim of every strategy is value creation for all value chain participants. Undeniably, the strategic mistakes can be avoided if organizations accept the market logic and value-oriented strategies. Re- search of marketing theory and practice indicates that there is a significant degree of agreement about contribution of market sensitivity development to business competi- tiveness advancement. In the paper, beginning with the analysis of relevant theory and practice, the contribution of continuous alignment of marketing strategy with business performance advancement and competitive advantage of enterprises is indicated.

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