engleski

Marketinške inovacije u Hrvatskoj

The purpose of this paper is to analyze the introduction of marketing innovations in companies in Croatia. This is a study that provides an insight into the innovativeness concerning the introduction of marketing innovations. It explores the presence of marketing innovations in general and the introduction of four types of marketing innovation (significant changes to the aesthetic design or packaging, new media or techniques for product promotion, new methods for product placement or sales channels and new methods of pricing goods or services). The changes in all four elements of marketing mix are encompassed in this paper. This paper also explores to which extent its introductions is related to companies that introduce other types of innovations.

marketing innovation ; innovation activity ; Community Innovation Survey 2008 (CIS2008)

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