MARKETING IN CONTEMPORARY ENVIRONMENT - TRADITIONAL Vs. VALUE-ADDED MARKETING

Đuro Horvat and Nataša Trojak

Interdisciplinary Management Research, 2010, vol. 6, 95-110

Abstract: Contemporary business environment, characterized mainly by many, frequent and strong changes, creates new challenges that companies must face. Marketing, one of business functions that is among those most exposed to the market, is therefore forced to conduct changes in its own concept. Because of this reason, marketing is today shifting from the sales concept, often identified with sales or promotion, to a function that is creating and positioning added value for personal and business consumption. This shift is being accomplished through actual marketing trends, first of all through client orientation and consumer behavior, cooperation with consumers in marketing strategy creation, customer relationship management, focusing on immaterial resources and creativity. Value-Added Marketing is no longer tactical element; it has moved to strategic position and its task is to ensure longterm survivor and success for the company. It is based on the premise that if one wants to achieve certain market share, he has to offer products superior to those currently available. This value maximization is capitalized by creating more product attractiveness and satisfaction for the consumer, that will in the end result with better market penetration and consumer preference and also lead to prominent rates of repeated or multiple repeated purchases.

Keywords: contemporary environment; Traditional Marketing; Value-Added; Marketing; contemporary marketing trends (search for similar items in EconPapers)
JEL-codes: D4 M31 M37 (search for similar items in EconPapers)
Date: 2010
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