Knowledge that Transforms

Market potential value and sale potential are some of the most important goals of marketing research. Market potential, or market absorption power is very important indicator for planning and aerial dimensioning of company marketing activities. Potential value of certain market and its dynamics are basis for company decision making for entering into certain market. Company is making many other decisions according to information given from market potential. It is used for determining relative market size for a company determining potential sales, and relative size of market segments, as well as determining sales quotes.

International Marketing strategic planning aims the customer in a given environment. Its focus is shifted from profit to customer satisfaction. In such conditions the company is creator of customers' values in international market. IM planning is a process in which IM strategies are set, and operational and control plan are created for fulfilling these strategies.

Sellers who plan to capitalize on the lifetime value of customers need to manage the sales potential from customer referrals proactively. To encourage existing customers to generate referrals, a se...

Reward programs, a promotional tool to develop customer loyalty, offer incentives to consumers on the basis of cumulative purchases of a given product or service from a firm. Reward programs have b...

An outstanding problem in marketing is why some firms in a competitive market delegate pricing decisions to agents and other firms do not. This paper analyzes the impact of competition on the deleg...

Globalizacija je svetsku trgovinu dvostruko ubrzala u odnosu na svetski bruto drustveni proizvod, pa se danas ne postavlja pitanje samo ekonomskog rasta, vec i strukturnih pramena. Krizni događaji ne prouzrokuju sami po sebi promene bez obzira na poreklo krize, nego svaka pramena deluje destabilizirajuce i preduzece joj se može suprotstaviti jedino aktivnim intenzitetom promene. Inovativna organizacija ima sposobnost da rekonceptualizuje detalje i događaje i akumulira nove ideje.

Control is necessary instrument for managing marketing microsystems and function of marketing on corporate level. It is also a condition for successful regulation of macrosystem marketing (MM). MM is defined as '... mutually connected system of company activities which with their microsystem marketing need to ensure efficient satisfaction of their individual and society needs and efficient and effective use of available resources. Society needs to organize and implement, in some way, regulations for MM where control has to be core instrument of regulation.