Naslov
Dosezi marketinške koncepcije u funkciji unapređenja poslovanja hrvatskih pomorskih luka
(Marketing Concept in the Function of Croatian Seaport Business Operation Improvement)

Autori
Skoko, Božo ; Jurčević, Marinko ; Madunić, Perica

Izvornik
Promet - Traffic & Transportation (0353-5320) 18. (2006), 3; 165-172

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
promet; marketing; luke; transport; marketinški splet
(development; marketing; marketing mix; seaport; transport)

Sažetak
The application of the scope of marketing concept in modern market conditions of business operation is obligatory. The role of marketing, as a business philosophy, is in the end unavoidable for the improvement of business operation. It is impossible to do business in market conditions and not to apply basic marketing rules. Therefore, the solution for the improvement of operation of Croatian seaports should be sought through the systematic application of the scopes of marketing concept. Marketing mix should be applied to the system of business operation of Croatian seaports, with a breakdown of all underlyng marketing functions based on the results of a systematic market research, and through monitoring not only of the current status but also of market trends and forecasts, listening to customer demands and trends in this paricular branch of industry. In addition to the improvement of the quality of transport services, through the analysis of the price policy and by strenghtening the logistics of port operation, particular attention should be focused towards the systematic application of all promotion mix elements aiming at strenghtening the identity and image of Croatina ports.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA