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Scientific paper - Original scientific paper
Marketing Innovations in Croatia
Market-Tržište, 23 (2011), 1; 63-72. urn:nbn:hr:213:781227
Božić, Ljiljana

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Božić, Lj. (2011). Marketing Innovations in Croatia. Market-Tržište, 23. (1), 63-72. Retrieved from https://urn.nsk.hr/urn:nbn:hr:213:781227

Božić, Ljiljana. "Marketing Innovations in Croatia." Market-Tržište, vol. 23, no. 1, 2011, pp. 63-72. https://urn.nsk.hr/urn:nbn:hr:213:781227

Božić, Ljiljana. "Marketing Innovations in Croatia." Market-Tržište 23, no. 1 (2011): 63-72. https://urn.nsk.hr/urn:nbn:hr:213:781227

Božić, Lj. (2011) 'Marketing Innovations in Croatia', Market-Tržište, 23(1), pp. 63-72. Available at: https://urn.nsk.hr/urn:nbn:hr:213:781227 (Accessed 22 January 2025)

Božić Lj. Marketing Innovations in Croatia. Market-Tržište [Internet]. 2011 June 15 [cited 2025 January 22];23(1):63-72. Available at: https://urn.nsk.hr/urn:nbn:hr:213:781227

Lj. Božić, "Marketing Innovations in Croatia", Market-Tržište, vol. 23, no. 1, pp. 63-72, June 2011. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:213:781227. [Accessed: 22 January 2025]

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Metadata
Title (english)Marketing Innovations in Croatia
Title (croatian)Marketinške inovacije u Hrvatskoj
AuthorLjiljana Božić
MBZ: 255042
Author's institutionThe Institute of Economics, Zagreb
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
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.
Abstract (croatian)
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.
Keywords (english)
Keywords (croatian)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review
Publication versionPublished version
Journal titleMarket-Tržište
Numberingvol. 23, no. 1, pp. 63-72
p-ISSN0353-4790
e-ISSN1849-1383
URN:NBNurn:nbn:hr:213:781227
Publication2011-06-15
Document URLhttp://hrcak.srce.hr/74452
Type of resourceText
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-07 10:31:16