Naslov
The System of Decision-Making in Communication Strategy Implementation

Autori
Ćosić Pajurin, Ana ; Martinović, Maja

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

Izvornik
Znanstveno – stručni skup s međunarodnim sudjelovanjem MENADŽMENT / - Zaprešić : Veleučilište Baltazar Zaprešić, 2014, 421-431

ISBN
978-953-7670-93-1

Skup
Znanstveno – stručni skup s međunarodnim sudjelovanjem MENADŽMENT, Visoka škola za poslovanje i upravljanje Baltazar Adam Krčelić, Zaprešić

Mjesto i datum
Zaprešić, Hrvatska, 06.06.2014. - 07.06.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Domaća recenzija

Ključne riječi
Communication strategy, communication tactics, CEO, marketing expert

Sažetak
This paper researches the hypothesis that CEO’s without a marketing background do not have the know-how to make the best possible marketing decisions for their company. At the same time, CEO’s in Croatian companies are involved in major marketing processes eliminating marketing experts from the strategy decision making part of long-term planning. Using secondary and primary research it was discovered how decisions in marketing are made and what potential consequences can occur within a company’s business if communication channels and research methods are not used properly. The paper researched what influences brought on the marketing experts role in tactics vs strategy. An online survey was conducted on a sample of 28 marketing experts in Croatia discovering their role in the company strategy decision making process including marketing research, segmentation, target segments, unique selling proposition, positioning, and product differentiation. It was also discovered to which extent their role in the company is only tactical, concentrated on the 4P’s and to which extent do marketing experts as opposed to CEO’s influence the company strategy decision making process. By comparing basic marketing theories with actual practices, the true untapped value of marketing experts that need to be involved on a high company level in the company was discovered.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA