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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