Naslov
Applying Marketing Research in Marketing Strategy Formation: The Case of Secondary Education in Croatia

Autori
Vučić, Mario ; Mihanović, Zoran ; Bubalo, Ana

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

Izvornik
Proceedings 2012 Global Business Conference / - Zagreb : Innovation Institute, Klaićeva 44, Zagreb, 2012., 2012, 460-463

Skup
2012 Global Business Conference

Mjesto i datum
Zadar, Hrvatska, 2012

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing research, marketing strategy, secondary education, Croatia

Sažetak
This paper addresses the following goals: (1) the analysis of existing practice of marketing research and its systematic implementation in the formation of marketing strategies of secondary schools in Croatia has been theoretically and empirically established ; (2) model formation of systematic application of marketing research in the integral process of secondary school marketing ; (3) empirical assessment of the previously mentioned model. Afore-mentioned goals were empirically assessed on the sample of secondary school headmasters in Croatia. Primary data gathering was performed by a method of deep interview with experts and a survey method, which used a specially designed survey questionnaire as an instrument for implementing the empirical part of the research. Secondary school headmasters in the Republic of Croatia were chosen as the examinees.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA