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Preliminary communication

Marketing Innovations in Croatia

Ljiljana Božić   ORCID icon ; The Institute of Economics, Zagreb

Fulltext: english, pdf (87 KB) pages 63-72 downloads: 1.341* cite
APA 6th Edition
Božić, Lj. (2011). Marketing Innovations in Croatia. Market-Tržište, 23 (1), 63-72. Retrieved from
MLA 8th Edition
Božić, Ljiljana. "Marketing Innovations in Croatia." Market-Tržište, vol. 23, no. 1, 2011, pp. 63-72. Accessed 1 Dec. 2020.
Chicago 17th Edition
Božić, Ljiljana. "Marketing Innovations in Croatia." Market-Tržište 23, no. 1 (2011): 63-72.
Božić, Lj. (2011). 'Marketing Innovations in Croatia', Market-Tržište, 23(1), pp. 63-72. Available at: (Accessed 01 December 2020)
Božić Lj. Marketing Innovations in Croatia. Market-Tržište [Internet]. 2011 [cited 2020 December 01];23(1):63-72. Available from:
Lj. Božić, "Marketing Innovations in Croatia", Market-Tržište, vol.23, no. 1, pp. 63-72, 2011. [Online]. Available: [Accessed: 01 December 2020]

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.

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

Hrčak ID: 74452



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