engleski

Vertical marketing and Croatian Economy

In the present day circumstances, it is often pointed out that the increased level of consumers’ demands, the growing dynamics of competition and the concentration both on the part of the trade and on the part of the manufacturers, as well as the acceleration of technological changes have caused turbulence in the surroundings of business entities. To satisfy the thus increased demands, the present day companies have been forced to discover new possibilities of improving their effectiveness and efficiency on the basis of new conceptions of vertical marketing (for example, on the basis of the Efficient Consumer Response - ECR). These possibilities are the only way to keep and develop the domiciliary retailers and manufacturers in the Republic of Croatia.

distribution; vertical the marketing; marketing channels; management; the Republic of Croatia

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