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Marketing Innovations in Croatia
- Source :
- Market-Tržište, Volume 23, Issue 1
- Publication Year :
- 2011
- Publisher :
- University of Zagreb, Faculty of Economics and Business Zagreb, 2011.
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Abstract
- The purpose of this paper is to analyze the introduction of marketing innovations by companies in Croatia. This study provides an insight into the innovativeness with regard to the introduction of marketing innovations. It explores the presence of marketing innovations in general and the introduction of four types of marketing innovation (significant changes to the aesthetic design or packaging, new media or techniques for product promotion, new methods for product placement or sales channels and new methods of pricing goods or services). The changes in all four elements of the marketing mix are described. The paper also explores the extent to which the introduction of marketing innovation is related to the companies that introduce other types of innovations.<br />Cilj je ovog rada analizirati uvođenje marketinških inovacija u Hrvatskoj. Riječ je o istraživanju koje pruža uvid u inovativnost u terminima marketinških inovacija. Istražuje se prisutnost marketinških inovacija općenito, a zatim i uvođenje četiriju vrsta zasebno (promjene u dizajnu ili pakiranju, novi mediji ili promotivne tehnike, nove metode distribucije ili kanali prodaje i nove metode određivanja cijena). Uključene su promjene u sva četiri elementa marketinškog miksa. U radu se također istražuje do koje je mjere uvođenje marketinških inovacija vezano za uvođenje drugih vrsta inovacija.
Details
- Language :
- English
- ISSN :
- 18491383 and 03534790
- Volume :
- 23
- Issue :
- 1
- Database :
- OpenAIRE
- Journal :
- Market-Tržište
- Accession number :
- edsair.dedup.wf.001..6f50b471a8071a093ae06a6922863a9e