{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-7UJU0OH8/309f613b-fb23-45ab-bf6c-c3cae8a69c1b/PDF","dcterms:extent":"178 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-7UJU0OH8/2800747e-4866-4b82-9f95-d7f7cbfb972d/TEXT","dcterms:extent":"0 KB"}],"edm:TimeSpan":{"@rdf:about":"1997-2023","edm:begin":{"@xml:lang":"en","#text":"1997"},"edm:end":{"@xml:lang":"en","#text":"2023"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-7UJU0OH8","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2020","dc:creator":"Kregar Brus, Aleksandra","dc:format":[{"@xml:lang":"sl","#text":"letnik:15"},{"@xml:lang":"sl","#text":"številka:29"},{"@xml:lang":"sl","#text":"str. 9-23"}],"dc:identifier":["ISSN:1408-1652","COBISSID:77694211","URN:URN:NBN:SI:doc-7UJU0OH8"],"dc:language":"en","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"en","#text":"CEO perception"},{"@xml:lang":"en","#text":"ex-YU markets"},{"@xml:lang":"en","#text":"FMCG industry"},{"@xml:lang":"sl","#text":"Jugovzhodna Evropa"},{"@xml:lang":"sl","#text":"marketing"},{"@xml:lang":"sl","#text":"poslovna strategija"},{"@xml:lang":"sl","#text":"potrošne dobrine"},{"@xml:lang":"en","#text":"strategic determinants"},{"@xml:lang":"en","#text":"strategic role of marketing"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Is marketing a strategic function? CEOs' view on the perceived contribution of the marketing function, FMCG industry, former Yugoslav region|"},"dc:description":[{"@xml:lang":"sl","#text":"The current study explores and illustrates how CEOs from Fast Moving Consumer Goods (FMCG) companies in the ex-YU region perceive the strategic role of the marketing function in a company. The aim of this research was to explore the major elements which define strategic marketing's role, get a deeper understanding about these elements and their relationship and, based on that, define the research model. The empirical part is based on a qualitative approach; the data were collected in the spring of 2019 through semi-structured interviews. Interviews with research participants (CEOs) explored their experience and views on the role of strategic marketing through the defined research model. The findings show that marketing function is predominantly not well developed and positioned as a strategic function in their companies. The results also indicate the main causes for such a situation and offer some imperatives that can strengthen the role of marketing"},{"@xml:lang":"sl","#text":"Namen prispevka je bil raziskati in preučiti, kako direktorji podjetij industrije izdelkov široke potrošnje (FMCG) v regiji bivše Jugoslavije doživljajo strateško vlogo marketinga v svojih podjetjih. V prvem delu prispevka avtorica prikaže pregled literature in raziskav o vlogi marketinga, tako na razvitih kot manj razvitih trgih, ter preučuje, kateri elementi vplivajo na strateški položaj marketinga v podjetju. Na podlagi tega pregleda je bil postavljen raziskovalni model. Empirični del sloni na kvalitativnem pristopu; podatki so bili zbrani spomladi leta 2019, na osnovi delno strukturiranih intervjujev z direktorji izbranih podjetij. Postavljena vprašanja so sledila okviru raziskovalnega modela, s katerimi se je preverilo, kako direktorji vidijo pozicijo in moč ter strateško vlogo marketinga v svojem podjetju. Ugotovitve raziskave pokažejo, da strateška vloga marketinga ni dovolj razvita in ima omejen potencial. Na podlagi ugotovitev je izpeljanih nekaj implikacij za prakso"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-7UJU0OH8","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-7UJU0OH8"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-7UJU0OH8/309f613b-fb23-45ab-bf6c-c3cae8a69c1b/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Društvo za marketing Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-7UJU0OH8/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-7UJU0OH8"}}}}