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Nefat, Ariana; Belullo, Alen;

In their study the autors examined the degree of influence that applied marketing concept has on the profitability of a company expressed through ROA. The marketing concept is an universally acceptable philosophy for companies in Croatia which have been researched. The ... View more
  • References (24)
    24 references, page 1 of 3

    4 Narver, J. C. i S. F. Slater: “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, October 1990., str. 20-35.

    5 Keegan, W. J., S. E. Moriarty i T.R. Duncan: “Marketing”, Prentice-Hall, Inc., 1995., str. 16.

    6 McNamara, C. P.: “The Present Status of the Marketing Concept”, Journal of Marketing, 36, January, 1972., str. 51.

    8 Felton, A. P.: “Making the Marketing Concept Work”, Harvard Business Review, 37, JulyAugust, 1959., str. 55.

    9 Bovee, C. L. i J. V. Thill: “Marketing”, McGraw-Hill, Inc., 1992., str. 14.

    10 Boyd, H. W., Jr. i O. C. Walker, Jr.: “Marketing Management: A Strategic Approach”, Richard D. Irwin, Inc., 1990., str. 70.

    11 Kotler, Ph.: “Upravljanje marketingom: Analiza, planiranje, primjena i kontrola”, Informator, Zagreb, 1994., str. 19.

    12 Webster, F. E., Jr.: “Market-Driven Management: Using the New Marketing Concept to Create Customer”, Orineted Company, John Wiley & Sons, 1994., str. 9-10.

    17 Deshpande, P., Farley J. U. i F. E. Webster: “Corporate Culture, Customer Orientation and Innovativeness in Japanese Firms: A Quadrat Analysis”, Journal of Marketing, January 1993., str. 27.

    18 Webster, F. E.. Jr.: “Market-Driven Management”, op.cit., str. 272.

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