Naslov
The Meaning of Macromarketing in Transition Processes

Autori
Meler, Marcel ; Živković, Matej

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

Izvornik
Proceedings of the 34th Annual Macromarketing Seminar "Rethinking Marketing in a Global Economy“ / Witkowski, Terrence H. - Kristiansand : The Macromarketing Society, Inc. and the University of Adger, 2009, 147-159

ISBN
0-9795440-9-2

Skup
34th Annual Macromarketing Seminar "Rethinking Marketing in a Global Economy“

Mjesto i datum
Kristiansand, Norveška, 04.06.2009. - 07.06.2009

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Croatia; macromarketing; transition

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA