MARKETING I MARKETING ISTRAŽIVANJE KAO OSNOVA SAVREMENOG TRŽIŠNOG ODLUČIVANJA
Marketing and Marketing Research as a Basis for Contemporary Market Decision-Making

Summary/Abstract: Contemporary business is characterized by market turbulence, intense competition, rapidly changing consumer needs and behavior, and increasing risk and uncertainty. Under such conditions, marketing is a key business function focused on creating and delivering customer value and building long-term relationships. This objective cannot be achieved without reliable and timely information about markets, consumers and competitors. The paper analyzes the relationship between marketing and marketing research, with particular attention to the role of research in identifying consumer needs, reducing decision risk and shaping the marketing mix. It also clarifies the distinction between market research and marketing research, concepts that are frequently treated as synonyms. The analysis is based on a review and synthesis of relevant marketing literature and established definitions of the research function. The paper concludes that marketing is a broader market- and customer-oriented business concept, whereas marketing research is a systematic process of collecting, analyzing and interpreting information needed for sound marketing decisions. Marketing research therefore represents an indispensable informational and analytical foundation of contemporary market-oriented management.

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