Development of Marketing Practice in the Croatian Food Companies (CROSBI ID 178123)
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Podaci o odgovornosti
Ivanković, Jadranka
engleski
Development of Marketing Practice in the Croatian Food Companies
Changes in business environment make impact on business orientation and marketing role in the company. The rise of competition and customers’ demands are generating rising pressure on marketing performance. Capability to adjust offer to evolving customers’ needs and demands has become one of the key success factors for the food companies. The purpose of this article is to explore differences in the development of marketing practice in the Croatian food companies. Research has been made on the sample of the Croatian food companies. The results have indicated a need for further development of marketing practice in a number of the Croatian food companies, in order to improve their competitiveness.
Marketing Orientation ; Marketing Management ; Competitiveness ; Croatian Food Companies
Paper presented on 8th CIRCLE International Conference, Dubrovnik, Croatia, 27 - 29 April, 2011
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