engleski

The Meaning of Macromarketing in Transition Processes

This paper seeks to prove that no transition can be successful without the active implementation of macromarketing and the key roles macromarketing plays, not only in following transition processes through, but also in ensuring their ultimate success. Accordingly, in some cases macromarketing activities have helped towards the successful delivery of transformation processes, while in other cases the very lack of macromarketing activities has been the cause of lagging reforms and delays in bringing transition processes to an end. The paper will demonstrate this on the case of the Republic of Croatia and the countries in its immediate neighbourhood.

Croatia; macromarketing; transition

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