IDEAS home Printed from https://ideas.repec.org/a/beo/ekidpr/y2016i20p7-26.html
   My bibliography  Save this article

Evolucija, Redefinisanje I Perspektive Razvoja Koncepta Menadžmenta Kategorije Proizvoda

Author

Listed:
  • Zoran Bogetić
  • Goran Petković
  • Dragan Stojković

Abstract

Četvrta industrijska revolucija menja postojeće koncepte marketinga i menadžmenta. To se posebno odnosi na promene u odnosima u kanalima marketinga. Koncept upravljanja kategorijom proizvoda, koji je uspostavio novi okvir saradnje između dobavljača i trgovaca na malo, takođe evoluira pod uticajem novih integrisanih tehnologija. U realizovanom istraživanju evolucije menadžmenta kategorije na početku definišemo pojavu strategije fokusirane na potrošača. Sa jačanjem maloprodaje u kanalima marketinga fokus pažnje se pomera na kupca. Ovo dovodi do potrebe za inovacijom koncepta menadžmenta kategorije. Novi koncept menadžmenta kategorije uključuje sveobuhvatne uvide o kupcima i aktivnu implementaciju strategije kupovnog marketinga. U radu je dat okvir implementacije strategije kupovnog marketinga u okviru etabliranog koncepta menadžmenta kategorije. Rad najavljuje dalju evoluciju i efektivniji koncept menadžmenta kategorije u višekanalnom okruženju.

Suggested Citation

  • Zoran Bogetić & Goran Petković & Dragan Stojković, 2016. "Evolucija, Redefinisanje I Perspektive Razvoja Koncepta Menadžmenta Kategorije Proizvoda," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 20, pages 7-26, March.
    • Handle: RePEc:beo:ekidpr:y:2016:i:20:p:7-26
    as

    Download full text from publisher

    File URL: http://www.ekof.bg.ac.rs/wp-content/uploads/2014/04/Rad-153-II.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    maloprodavac; dobavljač; kupac; menadžment kategorije;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:beo:ekidpr:y:2016:i:20:p:7-26. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Goran Petrić (email available below). General contact details of provider: https://edirc.repec.org/data/efbeoyu.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.