engleski

Strategic Features of Marketing Approach of Croatia to the European Union Market

In the foreseeable future, the Republic of Croatia is facing the signing and realization of the treaty on stabilization and association with the European Union, which is the basis for accelerated joining into this powerful integration. Since the major part of that agreement refers to practical cooperation in trade and services, capital circulation, industrial cooperation, small and medium enterprises, tourism, transportation and the like, it is obvious that Croatia is expected to adopt quickly and fully the standards of market behavior, which are given in the European Union countries. In particular, this applies to further development of effective market economy and its external competitiveness, i.e. competitiveness on the whole European Union market. Marketing can play an exceptionally important role in this area. It can even help in restructuring the whole economy by finding marketable and profitable branches of production. Marketing activity can be viewed in two ways: a) as marketing of the Croatian state, and b) as marketing of its economic entities. Both cases involve redefining the existing marketing process aimed at the European Union market, and the choice of an adequate marketing strategy for entering this very demanding market effectively.

competition; Croatia; European Union market; marketing strategy;

nije evidentirano