Original scientific paper

ELECTRONIC OPERATIONS – FACTOR OF CHANGE OF MARKETING-LOGISTICS PARADIGM

Ratko Zelenika
Drago Pupovac
Slavko Vukmirović

Abstract

Comprehension that information is strategic resource which more and more prevails over meaning of perceptible assets, initiates mutual integration of numerous business systems and formation of intraorganization processes, inter logistics, and other business systems. That reflects to change of marketing-logistics paradigm and necessity of designing fluid and adaptable organizational structure, which is thanks to contemporary information technologies, in a position to answer efficiently to individual and unusual market demands. This statement is proved by elaboration of theoretical characteristics of logistics systems and online marketing, respectively by comparative analysis of contemporary and traditional approach to management by logistics systems and marketing operations, and a special attention has been paid to mathematical model of informatization of logistics system infunction of change of marketing-logistics paradigm. Adequate attention in this discussion has been also paid to deliberation of new partnership, as trinomius: supplier-information technology-buyer, and to correlation of new marketing-logistics paradigm and information, involved marketing strategies in electronic operations.

Keywords

Hrčak ID:

28015

URI

https://hrcak.srce.hr/28015

Publication date:

15.4.2002.

Article data in other languages: croatian

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