Lietuvos rinkodaros plėtra
LTMokslinėje monografijoje sisteminės analizės būdu nagrinėjama šiuolaikinės rinkodaros problematika, Lietuvos rinkodaros plėtra. Studijos akcentai - prekių konkurencingumo analizė, metodiniai rinkodaros klausimai, rizikos įvertinimas, ateities prekyba, skirstomoji informacija, paslaugų tipai ir savybės, ekonomikos principai ir ekonominis mąstymas. Remiamasi užsienio šalių ir Lietuvos autorių darbais, autoriaus patirtimi. Monografija skiriama rinkodaros, vadybos, verslo, ekonomikos mokslo magistrantams, doktorantams, įmonių vadybininkams ir kitų sričių specialistams.
ENMarketing became actual in Lithuania upon restoration of independence, when we started to work under market economy conditions. The object of this monograph is to make some deeper analysis of marketing as successful activity guarantor to develop in Lithuania. It's especially important to understand the meaning of marketing and it's role in our society. Why is the marketing indispensable in our society and why it is important for three groups: 1) society, 2) organizations and 3) individuals. 1) Influence of the marketing society on culture might be explained by the way of studying some new products, which were attracted into our life by the marketing: microwave ovens, personal computers, credit cards etc. Marketing is especially important for society as many employees work at the working places related to marketing. 2) Marketing is important for organizations as it helps them to establish successful exchange relations with potential purchasers. Organizations which practice marketing make the consumer research in order to determine the mostly needed and desirable items, and then all activities are organized and integrated through companies in order to help the consumer in purchasing the needed and wanted items and to achieve one's goals as well. 3) Marketing is important for all of us as it helps us to specialize. Matketing is also impottant as it makes some product valuable; the system of products creates some form of benefit- the purchasing capacity. Marketing is also important for you as an individual as it helps you to become better consumer. It is typically: individuals having high living standard are cleverer purchasers: they avoid non-considered purchasing, they analyze relational purchasing beforehand, and they generally practice good purchasing.
