Naslov
Marketing in the Retail Trade of the Republic of Croatia

Autori
Segetlija, Zdenko ; Lamza-Maronić, Maja

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

Izvornik
Zbornik posvetovanja z mednarodno udeležbo "Management in globalizacija" / Vukovič, Goran - Kranj : Fakulteta za organizacijske vede Univerze v Mariboru, 2001, 457 - 474

Skup
20.znanstveno posvetovanje o razvoju organizacijskih ved "Management in globalizacija"

Mjesto i datum
Portorož, Slovenija, 28.03.2001. - 30.03.2001

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing; retail trade; the Republic of Croatia; internationalization of the retail trade

Sažetak
Marketing in the retail trade of the Republic of Croatia is considered within the companies of modern trends in Croatian Economy, which is still at the level of early marketing. Implementation of independent retail trade marketing in the Republic of Croatia is necessary because Croatian retail trade enterprises are exposed to tough competition, both on the domestic, as well as on the international market. Prerequisite conditions for such marketing are a more rapid restructuring of Croatian retail trade and creation of strong and large retail trade enterprises and cooperative formations. Moreover, Croatian retail trade enterprises should more swiftly introduce modern technical and technological achievements, expecially electronic shoppping, to improve their market positions and thus also to speed up the introduction of marketing. Internet technology could not only render possible the achievement of advantages in expenses for consumers and bidders, but it could also allow for a new distribution of market shares.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA