engleski

Marketing in the process of transition

The author puts the question is marketing as business orientation but also as a kind of philosophy included in the process of transition? The analysis leads to conclusion that marketing can be in the function of transitional process and thus consciously accelerates it (but also slows down), but it cannot be by itself subordinated to transition. Thus, marketing can be comprehended as means of the subject of transition, but not as the object of transition. Potentiallly, from the transition resultant, pluralistic triangle of the Republic of Croatia should be: a) predominant private ownership-result of ownership pluralism ; b) multiparty system-result of political pluralism ; c ) integral market (commodity, labor and capital market) result of market pluralization. The author comprehends the future development of economy through the role of state and social changes.

marketing; social changes; transition

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