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The paper presents the development and business of the chemical-pharmaceutical factory Rave PLC, founded in Zagreb in 1922. Based on archival and building documentation, professional and daily newspapers, and promotional material, the formation of the factory complex in the Zagreb industrial zone was reconstructed, its marketing strategy and its impact on the development of domestic drug production and hygiene and sanitary necessities were presented. As an important motive for its operations, the factory emphasized industrial independence, the national features of its business and the promotion of cooperation with young domestic industry. In accordance with the above-mentioned text, Rave PLC participates in the construction and development of domestic pharmaceutical production and market, encouraging the development of modern industry and struggle for more favourable conditions of its business. Its unprecedented history is an important segment of our pharmaceutical past, but also an indispensable element of knowing the industrial development of the wider region. This segment of the beginnings of pharmaceutical manufacturing is essential in knowing the origins of entrepreneurship in our region as a significant element in raising awareness of national production, development and identity [ABSTRACT FROM AUTHOR]

Žiga Hirschler was a Croatian composer and music critic who worked between the Two World Wars in Zagreb, Croatia. As a composer he was a minor representative of nationalism in music and as a music critic he was a prominent representative of ideological-utilitarian music criticism. His reviews, essays and interviews were published in all the prominent newspapers and magazines in Zagreb and helped shape and document the town music culture in the 1920s and 1930s. This paper includes Hirschler's biography, an overview of music criticism in Zagreb between the Two World Wars, as well as detailed analyses of his criticism and his confrontation with Marxist music criticism representatives, Pavao Markovac and Zlatko Grgošević. This paper is the shorter version of my undergraduate thesis in Musicology at the Academy of Music of Zagreb University. It is also the first comprehensive overview of Hirschler's work in the field of music criticism ever to be published. [ABSTRACT FROM AUTHOR]

This paper presents the role of Eugen Viktor Feller, a pharmacist and factory owner, with an emphasis on his marketing strategy in advertising his pharmacy specialty Elsa. Various types of contemporary press and advertising leaflets and packaging were used as a starting point for analysis. The abundance of the collected material provided an insight into Feller's communication strategy of the approach to consumers, comparing advertising in different media and time spans. Following the appearance and elaboration of visual communication phenomena as part of family interest, approaches and advances in the development of advertising in the projects of Feller's sons Miroslav and Ferdinand were presented. Upgrading to the father's positive marketing experience they begin a more contemplative advertising campaign. Ferdinand Feller introduces the concept of collective pharmaceutical propaganda into pharmaceutical marketing, while Miroslav Feller becomes one of the leaders in the development of institutionalization and professionalization of commercial graphic design. Thus, marketing development was demonstrated through marketing approaches and innovative ideas of the three members of Feller family, illustrating the shift in approaches that marked the beginning of a different management within an industrial society, where advertising became an indispensable part and a promoter of market relationships. [ABSTRACT FROM AUTHOR]