Marketing Innovations in Croatia

• Main Author: Ljiljana Božić
• Format: Article
• Language: English
• Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2011-06-01
• Series: Tržište
• Subjects: marketing innovation; innovation activity; Community Innovation Survey 2008 (CIS2008)
• Online Access: http://hrcak.srce.hr/file/110471

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.