Marketing Orientation of Croatian Food Industry (CROSBI ID 590084)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Leko Šimić, Mirna ; Štimac, Helena
engleski
Marketing Orientation of Croatian Food Industry
The research of 60 companies in Croatian food industry has indicated the insufficient marketing orientation of the industry neither in terms of marketing philosophy of the companies, nor in terms of marketing behavior. Although marketing resources are generally recognized, inadequate marketing knowledge and existence and role of marketing department make this industry predominantly sales oriented. Such orientation is not corresponding to contemporary market situation in domestic and international market and creates serious constraints to the industry growth and development.
Food industry; marketing orientation; Croatia
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Podaci o prilogu
443-448.
2012.
objavljeno
Podaci o matičnoj publikaciji
23rd International Scientific-Experts Congress on Agriculture and Food Industry
Yercan, Murat ; Tosun, Duygu ; Albayram, Zubeyde
Izmir:
Podaci o skupu
23rd International scientific-experts congress on agriculture and food industry
predavanje
27.09.2012-29.09.2012
İzmir, Turska