Naslov
PERCEPTION OF MARKETING INNOVATION IN FORESTRY AND WOOD PROCESSING INDUSTRY

Autori
Posavec, Stjepan ; Laskova, Jana ; Pirc, Andreja ; Beljan, Karlo

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
MARKETING AND TRADE 2011 / Šupin, Mikulaš - Zvolen : Kazo, 2011, 246-253

ISBN
978-80-89241-41-5

Skup
THE INFLUENCE OF VOLATILITY AND INTERDEPENDENCE IN WORLD ECONOMY ON MARKETING AND TRADE

Mjesto i datum
Zvolen, Slovačka, 03.05.2011. - 05.05.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
innovation; marketing; forestry; wood industry; perception; Croatia

Sažetak
Nowadays, every action of the enterprise is market-oriented and linked to demands of the customers. Because of this, also forest enterprises, whether they are state or private, must be prepared to meet the markets needs. According to this they have to implement a successful marketing strategy and focus on the 4 essential marketing strategy parts: product, price, place, and promotion. Innovation as a key element in the modern forestry is one of the instruments that are able to fulfill the requirement of the successful marketing, mainly in the field of product and promotion marketing. Innovation has become one of the main issues in a modern conception of forest management. In Croatia innovation behavior research is based on questionnaire with respondents from main institutions interested in forestry. Perception of innovation in forestry and wood processing industry has was analyzed in the paper. The research results could be a base for the further analysis of innovation behavior in the country.

Izvorni jezik
Engleski

Znanstvena područja
Šumarstvo

POVEZANOST RADA