hrcak mascot   Srce   HID

Prethodno priopćenje

Marketing Innovations in Croatia

Ljiljana Božić   ORCID icon orcid.org/0000-0001-5104-7501 ; The Institute of Economics, Zagreb

Puni tekst: engleski, pdf (87 KB) str. 63-72 preuzimanja: 1.341* citiraj
APA 6th Edition
Božić, Lj. (2011). Marketing Innovations in Croatia. Market-Tržište, 23 (1), 63-72. Preuzeto s https://hrcak.srce.hr/74452
MLA 8th Edition
Božić, Ljiljana. "Marketing Innovations in Croatia." Market-Tržište, vol. 23, br. 1, 2011, str. 63-72. https://hrcak.srce.hr/74452. Citirano 24.11.2020.
Chicago 17th Edition
Božić, Ljiljana. "Marketing Innovations in Croatia." Market-Tržište 23, br. 1 (2011): 63-72. https://hrcak.srce.hr/74452
Harvard
Božić, Lj. (2011). 'Marketing Innovations in Croatia', Market-Tržište, 23(1), str. 63-72. Preuzeto s: https://hrcak.srce.hr/74452 (Datum pristupa: 24.11.2020.)
Vancouver
Božić Lj. Marketing Innovations in Croatia. Market-Tržište [Internet]. 2011 [pristupljeno 24.11.2020.];23(1):63-72. Dostupno na: https://hrcak.srce.hr/74452
IEEE
Lj. Božić, "Marketing Innovations in Croatia", Market-Tržište, vol.23, br. 1, str. 63-72, 2011. [Online]. Dostupno na: https://hrcak.srce.hr/74452. [Citirano: 24.11.2020.]

Sažetak
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.

Ključne riječi
marketing innovation; innovation activity; Community Innovation Survey 2008 (CIS2008)

Hrčak ID: 74452

URI
https://hrcak.srce.hr/74452

[hrvatski]

Posjeta: 2.634 *