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Marketing innovations in Croatia
Marketing innovations in Croatia

Author(s): Ljiljana Božić
Subject(s): Economy
Published by: CROMAR (Hrvatska zajednica udruga za marketing) i Ekonomski fakultet Zagreb
Keywords: marketing innovation; innovation activity; Community Innovation Survey 2008 (CIS2008)

Summary/Abstract: 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.

  • Issue Year: 23/2011
  • Issue No: 1
  • Page Range: 63-72
  • Page Count: 10
  • Language: English