Unapređenje sistema vrednovanja marketing performansi preduzeća
Improvement an Enterprises Marketing Performance Measurement System
Apstrakt
Uslovi poslovanja u kojima posluju savremena preduzeća postaju sve složeniji. Kompleksnost poslovnog okruženja uzrokovana je delovanjem kako eksternih tako i internih faktora što nameće potrebu zaokreta u upravljačkom fokusu. Jedan od ključnih zaokreta odnosi se na potrebu prilagođavanja i razvijanja novih sistema vrednovanja poslovnih performansi. Vrednovanje doprinosa marketinga poslovnim performansama je izuzetno važan, ali i složen zadatak. Sve više se u teoriji i praksi marketinga ističe potreba razvoja adekvatnih merila i sistema za vrednovanje efikasnosti marketing odluka. Bolje razumevanje marketing merila i načina na koji ih menadžeri koriste su bitni faktori koji utiču na efikasnost strategijskog odlučivanja. U radu su prezentirani rezultati istraživanja načina na koji menadžeri u Srbiji percipiraju i primenjuju merila marketing performansi. Podaci koji su dobijeni terenskim istraživanjem omogućili su sagledavanje stavova menadžera o praktičnim načinima sprovođenja merenja performansi marketinga i identifikovanje merila koje menadžeri navode kao one koja najčešće koriste u poslovnoj praksi.
Abstract
Business conditions in which modern enterprises do business are more and more complex. The complexity of the business environment is caused by activities of external and internal factors, which imposes the need for the turn in management focus. One of key turns is related to the need of adaptation and development of new business performance evaluation systems. The evaluation of marketing contribution to business performance is very important however a complex task as well. The marketing theory and practice indicates the need for developing adequate standards and systems for evaluating the efficiency of marketing decisions. The better understanding of marketing standards and ways that managers use is a very important factor that affects the efficiency of strategic decision-making. The paper presents the results of researching the way in which managers perceive and apply marketing performance measures. The data that were received through the field research sample enabled the consideration of the managers’ attitudes on practical ways of implementing marketing performance measurement and identifying measures that managers imply as used mostly in business practice.
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