MANAGEMENT ASPECTS OF MARKETING

V delu diplomskega seminarja smo pisali o managementskih vidikih marketinga. Za povezavo marketinga in managementa smo uporabili managementske funkcije planiranja, vodenja in organiziranja. V prvem poglavju smo opredeliti problem diplomskega seminarja, cilje ter teze, predpostavke in omejitve ter predvidene metode raziskovanja. V drugem poglavju smo definirali management, njegove naloge in funkcije. Bistvo za management je, da iz med seboj sorazmerno povezanih dejavnosti oblikuje sistem, ki ima opredeljene cilje. Tretje poglavje vsebuje opredelitev marketinga. Za lažje razumevanje smo ga opredelili na osnovi različnih izhodišč. Tukaj smo tudi definirali okolje marketinga in kaj organizacija v njem uresničuje. Pomembno podpoglavje tukaj je interni marketing, tu smo ugotovili da je le-ta eno najboljših kompleksnih orodij vrhovnega managementa (uprave, poslovodstva) organizacije za razvijanje njene kulture. V nadaljevanju razmišljanja o internemu marketingu smo izhajali predvsem iz zornega kota vrhovnega managementa organizacije v vlogi izvajalca internega marketinga. Spoznali smo cilje internega marketinga in njegove izdelke ter kateri so njegovi udeleženci. Četrto poglavje se nanaša na planiranje marketinga. Podrobno smo opisali strateško planiranje marketinga po logičnih sledečih si korakih. V tem poglavju smo tudi raziskali osem različnih planov, ki zahtevajo marketinški vložek. Organiziranje in marketing je peto poglavje v diplomskem seminarju. Tukaj smo povezali aktivnosti marketinga z ostalimi poslovnimi funkcijami. V našem zadnjem poglavju smo opisali marketinško kontrolo, kjer smo ugotovili da obstajajo štiri vrste le-te. Pomembno podpoglavje tukaj je marketinška revizija, pri kateri smo ugotovili, da je management soočen z vsemi vrstami revizije, kadar je družba v delni ali popolni lasti države, sicer pa se največkrat srečuje z notranjo, zunanjo in davčno revizijo, oziroma z zunanjo in davčno.Part of the thesis, we wrote about managerial viewpoint of marketing. For the connection of marketing and management, we used the managerial functions of planning, management and organization. In the first chapter we defined the problem of the thesis, objectives, assumptions limitations and provided research methods. In the second chapter we defined management, its duties and functions. The essence of management, is that from among themselves proportionally related activities shall establish a system that has defined targets. The third chapter contains a definition of marketing. For easier understanding we made identifications based on different assumptions. There is also defined environmental marketing organization and its pursue. An important section here is internal marketing. Here we find, that it is one of the best complex tools of supreme management (administration, management) of the organization to develop its culture. In the following reflections on the internal marketing are derived primarily from the perspective of the supreme management of the organization in the role of contractor\u27s internal marketing. We met the objectives of internal marketing and its products and what are its participants. The fourth chapter concerns the planning of marketing. We described in detail the strategic planning of marketing in the logic successive steps. In this chapter, we also studied eight different plans that require marketing investment. Organization and marketing is the fifth chapter in the graduate seminar. Here we connected marketing activities and other business functions. In our last section we described marketing control, where we have found that there are four kinds of them. Important section here is a marketing audit, in which we found that the management is confronted with all kinds of audits, where the company is partly or wholly state-owned, but otherwise often faced with internal, external and fiscal audit, and the external and fiscal