Naslov
Transformacija marketing sustava u hrvatskom gospodarstvu - izazovi za domaće i međunarodne poslovanje
(Transition of Marketing System in Croatian Economy - Challenges for Domestic and International Business)

Autori
Baban, Ljubomir ; Leko, Mirna

Izvornik
Monografija

Vrsta, podvrsta
Ostale vrste radova, ostalo

Godina
1998

Ključne riječi
privatisation; enterpreneurship; production transformation; international market; marketing concept

Sažetak
The transformation of the marketing system in Croatian economy, analysed from the aspect of its economic, legal and political and socio-cultural environment, shows some interesting results. The majority of changes that have happened are of quantitative nature, while the qualitative changes are very slow, and, for the time being, only in the initial phase. Transformation of the marketing system is, to the largest extent, due to the legal environment, i.e. creation of administrative incentives and favourable conditions for different aspects of change, for ecample, privatisation and small enterpreneurship developoment. The same administrative measures are being set in the socio-cultural environment. A number of these activities are directed toward re-creation of trust and loyality of customers to Croatian production and products. Alongside with these activities a new marketing concept is being developed - "homeland marketing". The most difficult problems in marketing system transformation are recognised in the economic environment. One of the most importand limiting economic factors is declining purchasing power of Croatian customers. It is mostly because of economic factors that the transformation process of marketing system in Croatia shows only limited results.

Izvorni jezik
Ger

Znanstvena područja
Ekonomija

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