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The present times carry a heavy burden, the crisis and recessions. Consumers are turning to buying cheaper products and brands, while also reducing or delaying the purchase of capital goods, such as cars, electronic devices, furniture and more. Therefore, different types of businesses must adapt to thus emerging changes. There will be a reduction in the production volume and ordering smaller quantities of goods from suppliers, reducing capital investment and 'cutting' marketing budgets, delaying development of new products and leaving to wait an important new project.

An efficient strategy depends on the profile of the company. It is necessary to bravely create the future, developing new strategies and goals, which should have the direction, motivation and challenge. Marketing also has the task to maintain confidence and effectiveness of the market. Today, enrichment of companies, is under the watchful eye of the public, and it is not enough to sell at any price, if it harms the overall social welfare, without provision of business in accordance with ethical standards. Taking into account the social and ethical aspects of applying marketing practice, is necessary from the standpoint of social marketing. This leads to often confronting goals, on the one hand, gaining the profits, and on the other hand, fulfilling the desires of users, employees and ultimate social objectives.

We will draw attention, primarily on the fact how much newly designed product fails, how much television ads are only in the domain of wasting money, how much low is the rate of response to actions of direct marketing, and how many sales does not bring any results? All the above is talking about the appearance of inefficient marketing, in a situation when the fight for every customer is ruthless and financial statements require justification for every invested dollar. Ask the marketing expert how much refund he expects from the proposed marketing campaign, and he will not know the answer. Marketing experts prefer to look for the money, but do not like to justify the cost. Thus, the financial responsibility is often avoided in marketing.

Although the production without holding inventory brought great savings, marketing experts have failed to come up with a way to implement marketing without inventories. Therefore, marketing costs are high and tend to increase constantly. It appears further, that the marketing staff is too much focused on marketing communication. But it comes down to the marketing with a single element, which is advertising. What happened to the other three elements of marketing: product, price and distribution? It seems that marketers are no longer responsible for the creation and implementation of an integrated business plan. If marketers spend most of their time focused on advertising, who creates good new products?

To marketing departments is necessary the staff which knows to skillfully handle the technology. And it is a technological breakthrough - in the form of Internet, customer relations marketing (CRM), sales automation and marketing automation - just what is likely to bring new, successful results. The new requirements for the measurement of marketing activities impose to marketing professionals to define better tools to examine the effects, in particular the results relating to the brand value, or the assessment of the client value. Marketing experts have to reorganize and instead at products, to focus on customers. They have to achieve growth that comes not only from the new products, but from selling more to the existing customers.

The most important marketing moves that should be applied in terms of the contemporary crisis and recession environment could be grouped in the following manner:

 Complete reviewing of the marketing expenditures and activities, because, as researches have shown, it can be determined that almost 15% of the funds is wasted.

 Rejecting the products and brands that are sold poorly,

 Releasing the unprofitable organizational parts, consumer, geographic areas and other,

 Rejecting highly productive distributors,

 Repositioning prices,

 Selecting more efficient media mix,

 Focusing on existing customers (to buy more), and less on attracting new customers,

 Building stronger connections with partners that have great potential and whose business will grow when the economy improves.

The crisis conditions followed by the globalization of business conditioning an appropriate transformation of the organization which:

 is open to changes and innovations in all parts and areas of functioning;

 successfully manages changes by achieving effectiveness on the market and advantages over the competitors;

 successfully absorbs changes by achieving a high degree of efficiency in performing a basic activity.

In doing so, organizations are directed towards the achievement of key competences in the following areas:

1. management and strategic orientation; 2. development of key, specific resources; 3. transformation and processes;

4. overall output, output;

5. achievement of cooperation and networks.

Today are, more and more, introduced new models of organizations adapted to the demands of new forms of competition and achievements of information technologies. "T-organization" or technologically based organization has great possibilities of alternative forms of structure that correspond to the potentials and characteristics of modern information technologies. T-organization by general characteristics implies shallow organizational hierarchies, matrix marketing, technological support for management, decentralized decision-making and temporary assignment of duties and tasks, electronic communication and electronic connections with customers and suppliers. This is a "strategic grouping" and the need to establish the basic characteristics of the organization that reflect its strategy. It refers to four options: grouping by the principle of activities or functions, according to the output, according to the consumer or customer, or by multiple criteria. Changes in the environment of modern companies, especially new information technologies, cause the development of a new concept of an innovative organization that has the following characteristics:

 Strong (expressed) business focus: successful organizations of mutually connected products / services, focused research and development and strategic priorities defined in marketing.

 Adaptability: well-defined business focus is balanced with the ability and effort to undertake basic and quick changes if found necessary, a high level of organizational flexibility is required.

 Organizational cohesiveness: integration within the company as a critical factor of success, is achieved by good communication, job rotation, the practice of integrating roles (such as multidisciplinary projects, special entrepreneurial groups, and matrix organizational structure), long-term employment, intensive training and training.

 Innovative organizational culture: the entrepreneurial spirit and climate are supported and carriers of changes are improved, variety of funding

channels, high tolerance of failure, and support for risky projects are mostly present.

 Sense of integrity: the preferences for long-term relationships and cooperation are developed, the goal is to maintain a stable association with key stakeholders, local committees, and similar.

 Top management is hired: senior managers are involved in all management processes, authority is increasingly based on actual contributions, not on the basis of the position that an individual occupies.

 Shallow organizational hierarchies: the level of participation is higher, the multifunctional teams that will plan and manage changes are created; the flexibility within and between teams is greater.

 Relying on technologies as a vital resource of competitiveness, strengthening research and development base, providing a critical mass of knowledge, creative and innovative potential of the company, as well as reliance on information technologies in building new forms and structures of innovative organization.

CONCLUSION

New economic conditions produce new challenges, and the marketing concept is essentially a kind of challenge for theory and practice. Global orientation in business, imposes new requirements, in order that the company will respond successfully to the action of market mechanism over national borders. It is certain that the precondition of globalization, is wealth of internal company resources, connectivity between companies, cooperation and partnership, where individual success means success for the partnership as a whole. It is evident that the internationalization of business, is a strategy of companies with strong marketing impulses. Marketing has a role to identify the inner strengths of the company, and to incorporate them into the opportunities and challenges offered by foreign market. It does that with the controlled and dosed action of external variables that represent a kind of pitfalls and dangers. It is necessary to find the right measure in relationship of marketing and finance, as key business functions in the company, which is significantly manifested at the international level. Marketing has a leading role and the assessment in selecting the most favorable form in which the company will perform beyond national borders. Marketing process aimed at the international market, requires constant analysis, and that requires time and resources, which are in the domain of business finances. A proactive approach and active participating in business life, enables the company to respond to the demands of the market better than the competition, and that requires constant innovation, modernization and learning. One should monitor changes in all aspects of business life, and they can be simplified through the following:

 In most branches power is shifted from the producer to the consumer,

 Vanishing, in the geographic and business sense, of national boundaries and market barriers,

 The process of copying technologies is facilitating,

 The competition is constantly present through lower costs,

 Information technology for assessing and predicting has advanced significantly.

A permanent breakthrough of competition, imposes a request for informational achievements, which will extract the product and give it particular characteristics. Such, new information technologies allow changes in the approach to marketing, swiping from the mass marketing to marketing that means mass customization to individual needs of strategically important consumers. This necessitates the need to adapt almost all activities and marketing instruments. Marketing and informational technology are affecting the change of industry structure and competition rules, and contributing to the spread of new fields of activity, which is creating the favorable conditions for the development of new products and new markets. However, the question that should not be ignored, the issue of psychological and motivational nature of employees under the influence of new technologies.

New time, imposes to business entities the needs for the strategic alliances, where the effects are greater than when the company operates independently. The base of connection is representing the fact about recognizing the source of competitive advantage of the company. If the company sees that some of its activities in the value chain are not efficient enough when performing independently, it should focus on seeking the strategic partner. For a good number of companies the strategic partnership, due to the sources, expertise and the ability with which they dispose, is the only way to participate successfully in the global marketplace. Marketing recognizes the strengths and weaknesses and identifies business areas that require searching for a strategic partner. Associated and affiliated companies are faced with increasing complexity of business, bureaucracy and cultural challenges, as well as the possible antitrust violations, by creating such forms of actions that benefit everyone, including consumers, which are given the greater comfort, easier access, lower prices and more diverse services.

REFERENCES

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