Text topic: Studies
Text author: Милијанка Ц. Ратковић, Невена Д. Красуља и Невен Гарача
Previous marketing practices have caused much criticism of this concept, which is why the necessity for its overcoming is emphasized in academic and professional debates. Therefore, the basic task of the modern marketing concept becomes building good relationships both with the market participants and the wider social public. This paper aims to show that creation of good relations with key participants in the market is one of the possibilities for improving overall business in the global environment. The starting point of this issue is consideration of the marketing criticism from a wider perspective and highlighting its solving potentials in the direction of building good relationships with marketing participants. In this process, it is important to emphasize the potential of marketing relations as the concept that we promote within the contemporary marketing. The concept of marketing relations will be considered through the 4 Os model. Reaching these complex but legitimate demands sets difficult task before the participants in today’s market, but trends show that only by developing good relations it is possible to achieve a long-term sustainable position.