engleski

Application of business process reengineering to marketing process transformation

In this paper, we try to determine the need to transform the marketing process within the Croatian and Polish enterprises. It is argued that such a transformation is demanded by the globalisation of our national economies and the need to compete on the international markets. Taking into account the limited resources of the companies going through the process of transition, we pay special attention to the innovative and cost-effective marketing strategies available through the means of interactive computer-based media. Namely, we believe that the interactive computer-mediated environments (CMEs), such as Internet, deliver nwe possibilities for the marketers. Such possibilities are identified, and their significance regarding the increase of international competitiveness of Croatian and Polish enterprises is being assessed. Further, we present the evidence from other sources that support our findings. We suggest the transormation of the marketing process as a whole, in order to integrate traditional marketing activities with electronic marketing. An assessment that such a redesign could be accomplished by means of business process reengineering (BPR), is being made. At the end, we issue some recommendations for Croatian and Polish firms on the basis of our findings.

BPR; electronic marketing; globalisation; marketing process; reengineering

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