Review article

MARKETING ACTIVITIES OF INFORMATION COMPANIES IN CROATIA

Suzana Keglević Kozjak orcid.org/0000-0003-1931-9161 ; Fakultet organizacije i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska
Danijela Barušić ; Fakultet organizacije i informatike, Sveučilište u Zagrebu, Pavlinska 2, 42000 Varaždin, Hrvatska

Abstract

The development of information and communication technologies and the increase in the demand for IT support have influenced the increase in the volume of business of IT companies, and thus the entry of new IT companies into the market, which has contributed to increased competition in the IT industry. Therefore, global IT companies significantly increase their investments in marketing activities in order to gain a certain recognition, image and success in the market. This paper conducts an in-depth analysis of financial statements of IT companies in the Republic of Croatia in order to determine: the amount of investment in marketing activities, the most common form of marketing activity in which the observed companies invest and ultimately to determine whether there is a correlation profit and investment in marketing activities. The marketing activities covered by this research are representation, promotion, sponsorship and donations. For the purposes of the research on the website of the Financial Agency, a sample of medium and large enterprises was selected, which according to the National Classification of Activities (NKD 2007) are included in section J62 Computer programming, consultancy and related activities and section J63 Information service activities. The observation period is from 2015 to 2018. The results of the research show that the significant majority of companies invest the most in representation. Also, the obtained results show that medium-sized IT companies invest more in marketing activities, with the average investment of medium-sized companies being more than one million HRK higher than the average investment of large companies. Likewise, it was found that there is no significant positive correlation between the amount of investment in marketing activities and the profit for the period that companies realize.

Keywords

representation; promotion; sponsorship; donations; IT companies; in-depth analysis

Hrčak ID:

254862

URI

https://hrcak.srce.hr/254862

Publication date:

30.3.2021.

Article data in other languages: croatian

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