Professional paper
BUSINESS STRUCTURAL REVIEW OF THE PROMOTIONAL SECTOR IN THE REPUBLIC OF CROATIA
Sara Sraka
; Faculty of Organization and Informatics, University of Zagreb, Pavlinska 2, 42000 Varaždin, Croatia
Suzana Keglević Kozjak
orcid.org/0000-0003-1931-9161
; Faculty of Organization and Informatics, University of Zagreb, Pavlinska 2, 42000 Varaždin, Croatia
Abstract
This paper analyzes the financial position of companies in promotional sector in the Republic of Croatia for the period from 2013 to 2020. National Classification of Activities (NACE Provisions 2007) classifies the mentioned sector in the section M 73 - Advertising and market research, and this section includes advertising agencies, media advertising companies and market research companies. The paper presents research hypotheses in which the impact of the Covid-19 pandemic on companies in the promotional sector in the Republic of Croatia is observed, and the t-test statistical method is used to prove them. The results of the research show that Covid-19 pandemic has affected the promotional sector in the Republic of Croatia, but does not have as significant impact as in other countries.
Keywords
Promotional sector; Covid 19; Digital marketing; Environment analysis; Financial position; Financial ratios
Hrčak ID:
295905
URI
Publication date:
17.3.2023.
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