Marketing kao faktor reputacije preduzeća
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This dissertation depicts the importance of marketing in the process of creating corporate reputation (in this case reputation of banks), as well as significance of thus formed reputation in everyday modern business on a global scale. Corporate reputation consists of company’s past, present and future activities, which make perceptual representation of a company in stakeholders’ minds and form their opinion and attitude towards company during time. Reputation of any company which provides long-term competitive advantage on the market is a result of adequate and successful management of all business activities, based on a continuous commitment to improve competitive position in the public eye, by building recognizable and attractive features of company’s goodwill that lead to reputation. A significant number of scholars in this scientific field agree that marketing has a key role in reputation management process in every company. Main task of marketing strategy is to transform company...’s identity into desired external perception and to adjust desires, attitudes and opinions of consumers and other stakeholders with company’s strategic position and its vision. Adoption of new-age marketing concept and holistic approach in marketing activities enables company to form reputation, which results in positive attitude of consumers and other stakeholders towards company, as well as harmonization of business goals and objectives of the society. Corporate social responsibility (CSR), as one of the most important elements of sustainable development, brings another dimension to the concept of corporate responsibility. It is a common knowledge that reputation comes with responsibilities and in modern business, this means being responsible not only to your customers, but to whole society, environment and stakeholders. The significance of holistic marketing is that it covers all activities required by the demands of sustainable development. By doing so, holistic marketing activities create the so called “bigger picture”, which results in better understanding of what needs to be done in order to gain not only positive business results and reputation, but the overall survival as well.