Interdependence of an Enterprise's Marketing and Financial Strategies
Međuzavisnost marketinške i finansijske strategije preduzeća
Abstract
This paper deals with the mutual relation and inter-de-pendence of the marketing and financial strategies of an enterprise. The special focus is on the significance of the marketing strategy for the business success of an enter-prise. The paper begins with description of marketing application in the business practice of an enterprise. The point is also on certain segments of the marketing strategy. The central part of the paper is dedicated to the review of possible effects on the customer satisfaction with the financial strategy of the enterprise. Marketing provides the resources for achievement of the financial objectives. Marketing efficiency is measured, among other ways, by the market share and sales volume, but also by the degree of loyalty and customer satisfaction. Marketing efficiency indicators reflect the efficiency of financial operations. It is quite certain that marketing and financial strategy are strongly interdependent.
Apstrakt
U radu se razmatra međusob-na povezanost i uslovljenost marketinške i finansijske strategije preduzeća. Pri tome, posebno se naglašava značaj marketinške strategije za poslovni uspeh preduzeća. Izlaganje počinje primenom marketinga u poslovnoj praksi preduzeća. U okviru na-vedenog izlaganja ukazuje se na određene segmente marketing strategije. U daljem izlaganju ukazuje se na moguće implikaci-je satisfakcije potrošača sa finansijskom strategijom preduzeća. Marketing obez-beđuje sredstva za realizaciju finansijskih ciljeva. Sama efikasnost marketinga meri se, između ostalog, tržišnim učešćem i obimom prodaje, ali i stepenom lojalnosti i satisfakcije potrošača. Indikatori efika-snosti marketinga uslovljavaju i efikasnost finansijskog poslovanja. Izvesno je, dakle, da između marketing i finansijske strategi-je postoji visok stepen međuzavisnosti.
References
- Bilstein, F., Simon, H. (2007), „Choose Profit over Market Share: Profit-oriented Competitive Strategies in Contested Markets“, Marketing, No. 1-2
- Djuričin, D., Janošević S., Kaličanin Dj. (2010), Management and Strategy, 5th revised and supplemented edition, CID of the Faculty of Economics, Belgrade
- Kaplan, R. S. and Norton, D. P. (1992), „The Balanced Scorecard – Measures that Drive Performance“, Harvard Business Review, Vol. 70, No 1
- Kaplan, R. S. and Norton, D. P. (1996), The Balanced Scorecard – Translating Strategy into Action, Harvard Business School Press, Boston
- Kaplan, R. S. and Norton, D. P. (2004), The Strategy Focused Organization, Harvard Business School Press, Boston
- Kaplan, R. S. and Norton, D. P. (2003), The Strategy Maps, Harvard Business School Press, Boston
- Lindgreen, A., Palmer, R., Vanhamme, J. (2004), „Contemporary marketing practice: Theoretical propositions and practical implications“, Marketing Intelligence & Planning, Vol. 22, No. 6.
- Lovreta, S. (2008), Project Manager, Strategy and Policy for the Development of Trade of the Republic of Serbia, Faculty of Economics, University of Belgrade, Belgrade
- Lovreta, S. (1998), Trade Management, University of Belgrade, Faculty of Economics, Belgrade
- Maričić, B. (2008), Consumer Behaviour, University of Belgrade, Faculty of Economics, Belgrade
- Milisavljević, M. (2006), Strategic Marketing, University of Belgrade, Faculty of Economics, Belgrade
- Oliver L. R. (1997), Satisfaction, McGraw-Hill Companies Inc., New York, cited in: Milisavljević, M. (2006), Strategic Marketing, Centre for Publishing Activities of the Faculty of Economics in Belgrade, Belgrade
- Senić, R., Senić, V. (2008), Management and Marketing of Services, Prizma, Kragujevac
- Sheth, J. N., Mittal, B., Newman, B. I. (1999), Customer Behavior – Consumer Behavior and Beyond, The Dryden Press
- Wang, H., Hong, W (2006), „Managing customer profitability in a competitive market by continuous data mining“, Industrial Marketing Management, Vol 35, Amsterdam
