Arhiva: 21st CROMAR Congress, 2009
21st CROMAR Congress Osijek
Electronic Preceedings
ISBN 978-953-253-065-0
CIP zapis dostupan u računalnom katalogu Gradske i sveučilišne knjižnice Osijek pod brojem 120818003.
Foreword
This digital publication contains the papers and presentations that have been accepted for the XXI Congress of Croatian Marketing Association, held in Osijek, October 8-10, 2009.
Altogether 55 presentations have been selected to be heard under the main Congress topic: MARKETING AS A FACTOR OF SUSTAINABLE DEVELOPMENT.
The biannual Congress of Croatian Marketing Association offers an opportunity for exchanging marketing thoughts from the scientific and the business environment in order to promote knowledge on marketing amongst scholars through the dissemination of new research findings and by encouraging the evolution of new research topics. It also serves as a platform for knowledge transfer and interaction between academics and practitioners.
We are proud to emphasize that each Congress brings in new quality aspects. This Congress bears witness of the increased interest of international marketing community for this event: there are altogether 17 international papers accepted for presentation at this Congress. Taking this into account, we have managed to ensure international reviewing process for all the papers submitted. We also look forward to the fact of increased interest of Croatian graduate students to participate in such event. Over 20 research papers of doctoral students have been accepted for presentation.
Hereby we would like to express our appreciation to all the members of the Program Committee and all the reviewers who have done a tremendous job to make this congress a high quality one.
Having in mind a global crisis situation we are particularly grateful for all the public and private funding which has been made available for this Congress. It would have been impossible to set up and run a Congress like this without this support.
PAPERS
KEYNOTE SPEAKERS
NEW THEORETICAL APPROACHES IN MARKETING
MARKETING STRATEGIES
MARKETING COMMUNICATIONS
PUBLIC MARKETING
MARKETING & INNOVATIONS
MARKETING & INFORMATION TECHNOLOGIES
CORPORATE SOCIAL RESPONSIBILITY
LABELS & BRANDING
GUERILLA MARKETING
MARKETING & TOURISM
MARKETING & AGRITOURISM
CONTEMPORARY MARKETING PRACTICES
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KEYNOTE SPEAKERS
HALLIER, B.: GLOBAL CHALLENGE: SUSTAINABILITY
KESIĆ, T.: THE CHANGE OF MARKETING PARADIGMS IN THE SEARCH FOR A DIFFERENTIAL ADVANTAGE
VÁZQUEZ, J.L.: REPORTING ON THE PAST, PRESENT AND FUTURE OF PUBLIC AND SOCIAL FRONTIERS OF MARKETING: A TIME FOR SUSTAINABILITY
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NEW THEORETICAL APPROACHES IN MARKETING
ANIĆ, I-D., PIRI RAJH, S, RAJH, E.: STILOVI ODLUČIVANJA POTROŠAČA: TESTIRANJE METODOLOGIJE I PROFILIRANJE STILOVA U HRVATSKOJ (CONSUMERS’ DECISION-MAKING STYLES: TESTING THE METHODOLOGY AND STYLES PROFILING IN CROATIA)
CULIBERG, B.: CONSUMERS’ RIGHT TO BE WRONG: A CONCEPTUAL MODEL OF CONSUMER ETHICAL DECISION MAKING
HREHOVÁ, D., FRENOVÁ, J.: CORPORATE SOCIAL RESPONSIBILITY – NEW BUSINESS PHENOMENON
PRÓNAY, S., HETESI, E., VERES, Z., VAJDA, B.: APPLICABILITY OF LIFESTYLE-BASED SEGMENTATION IN A HUNGARIAN MARKET SETTINGS
RADIĆ, T., KURSAN, I.: KRITIKA KREMATISTIKE U DUHU MARKETINGA (CRITIQUE ON CREMATISTICS FROM THE ASPECT OF MARKETING)
SZŰCS, K., TÖRŐCSIK, M., SOÓS, J.: TREND RESEARCH, THE SYSTEM OF TRENDS, TREND AFFINITY IN SOCIETY
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MARKETING STRATEGIES
DOMAZET, A., SENDIĆ, R.: FAKTORI I STRATEGIJE ULASKA KOMPANIJA IZ BOSNE I HERCEGOVINE NA MEĐUNARODNO TRŽIŠTE (INTERNATIONAL MARKET ENTRY STRATEGIES IN BOSNIA AND HERZEGOVINA ENTERPRISES)
PALIĆ, M., TOMAŠEVIĆ LIŠANIN, M., KOVAČ, I.: UTJECAJ RECESIJE NA MARKETINŠKE STRATEGIJE HRVATSKIH PODUZEĆA (EFFECTS OF RECESSION ON THE MARKETING STRATEGIES OF CROATIAN COMPANIES)
SEGETLIJA, Z.: A THEORETICAL APPROACH TO CHANGES IN THE RETAIL STORE FORMS IN CROATIA
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MARKETING COMMUNICATIONS
BEVANDA, A., KLEPIĆ, Z.: PLANIRANJE I PROVEDBA AKTIVNOSTI INTEGRIRANE MARKETINŠKE KOMUNIKACIJE U PODUZEĆIMA REGIJE HERCEGOVINA (PLANNING AND IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATION ACTIVITIES IN ENTERPRISES OF THE HERZEGOVINA REGION)
MIHIĆ, M., BOŽIĆ, D.: CROSS-CULTURAL DIFFERENCES AND THEIR IMPLICATIONS ON MARKETING AND MARKETING COMMUNICATIONS
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PUBLIC MARKETING
ČARAPIĆ, H., RÉVÉSZ, B.: ASSESSMENT OF EDUCATIONAL SERVICE QUALITY: A COMPARISON BETWEEN THE FACULTY OF ECONOMICS IN OSIJEK AND THE FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION IN SZEGED
DUJAK, D., BOŽINOVSKI, J.: THE ROLE OF INFORMATION TECHNOLOGY IN KNOWLEDGE DISTRIBUTION: CURRENT SITUATION IN UNITED STATES HIGHER EDUCATION AND POSSIBLE IMPLEMENTATION IN THE SOUTHEAST EUROPEAN AND EURASIAN HIGHER EDUCATION
GRBAC, B., VUJIČIĆ, M.: MARKETING DRUŠTVENO POŽELJNOG PONAŠANJA – ČIMBENIK RAZVOJA SPORTSKO – REKREACIJSKE AKTIVNOSTI MLADIH (SOCIAL MARKETING: DEVELOPMENT DETERMINANT OF YOUTH SPORT-RECREATION ACTIVITY)
GUTIÉRREZ RODRÍGUEZ, P., VÁZQUEZ BURGUETE, J-L.: QUALITY IN THE LOCAL PUBLIC SECTOR: A SPANISH EXPERIENCE
IVANČIĆ, I.: A NEED FOR A CHANGE: MARKETING IN VOCATIONAL EDUCATION
MESARIĆ, J., DUKIĆ, S., MIŠČEVIĆ, D.: MARKETING OF NON-PROFIT ORGANIZATIONS IN ICT ENVIRONMENT
PUPAVAC, D., MARŠANIĆ, R., BABIĆ, M.: KORPORATIVNI IMIDŽ – ČIMBENIK USPJEŠNOSTI GRADSKIH KOMUNALNIH PODUZEĆA ZA PROMET (CORPORATE IMAGE – A SUCCESS FACTOR FOR MUNICIPAL TRAFFIC UTILITY COMPANIES)
VAJDA, B., MÁLOVICS, E.: CONNECTIONS BETWEEN HEALTH BEHAVIOUR AND LIFESTYLE DECISIONS
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MARKETING & INNOVATIONS
BILIĆ, I., ŠKORIĆ, M.: MARKETING I INOVACIJE: STEVIJA – NOVE MOGUĆNOSTI ZA ZDRAVIJU PREHRANU (MARKETING AND INNOVATIONS: STEVIA – NEW POSSIBILITIES FOR HEALTHIER NUTRITION)
RUŽIĆ, D., TURKALJ, D., PODMANICKI, T.: USING 2D CODES IN NEW TECHNOLOGY MARKETING
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MARKETING & INFORMATION TECHNOLOGIES
BILOŠ, A.: SOCIAL NETWORK WEB SITES AND THEIR MARKETING POTENTIAL
DLAČIĆ, J., VRANIĆ, F.: MEĐUOVISNOST PONAŠANJA NET GENERACIJE I RAZVOJA INTERNET OGLAŠAVANJA U HRVATSKOJ (INTERDEPENDENCE BETWEEN NET GENERATION BEHAVIOR AND THE DEVELOPMENT OF INTERNET ADVERTISING IN CROATIA)
DUNKOVIĆ, D., DUNKOVIĆ, B.: UTJECAJ INFORMACIJSKE TEHNOLOGIJE NA ODNOSE UNUTAR KANALA MARKETINGA (THE IMPACT OF INFORMATION TECHNOLOGY ON RELATIONSHIPS WITHIN MARKETING CHANNELS)
RUŽIĆ, D., ANDRLIĆ, B., RUŽIĆ, I.: INTERNET MARKETING IN HOTEL INDUSTRY – SITUATION, OPPORTUNITIES AND TRENDS
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CORPORATE SOCIAL RESPONSIBILITY
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LABELS & BRANDING
FIRST, I., BROZINA, S.: MOTIVATION FOR HEALTHY FOOD CONSUMPTION AND THE ROLE OF BRANDS IN THE ORGANIC FOOD MARKET
HORVAT, S., VRANEŠEVIĆ, T.: PRIVATE LABEL MANAGEMENT DURING ECONOMIC CRISIS
REKETTYE, G.: THE POSITION OF PRIVATE LABELS IN BRAND COMPETITION
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GUERILLA MARKETING
MEDIĆ, M., MEDIĆ, I., PANCIĆ, M.: KONVENCIONALNI VS GERILA MARKETING (CONVENTIONAL VS GUERRILLA MARKETING)
PRELAS KOVAČEVIĆ, A.: GERILA OGLAŠAVANJE U REPUBLICI HRVATSKOJ (GUERRILLA ADVERTISING IN THE REPUBLIC OF CROATIA)
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MARKETING & TOURISM
BOŠKOVIĆ, D., SAFTIĆ, D., AMIDŽIĆ, D.: INFORMATION CHANNELS AND TOURIST PREFERENCES REGARDING THE EVENT AND ENTERTAINMENT OFFERING: THE CASE OF ISTRIA
BOŠKOVIĆ, D., TEŽAK, A., POROPAT, D.: PREFERENCES, WAYS OF INFORMING, AND THE SATISFACTION OF TOURISTS WITH EXCURSION CHOICES IN RURAL ISTRIA
BUŠELIĆ, M., KRIŽMAN PAVLOVIĆ, D.: THE SAFETY OF TOURISTS – A FACTOR OF TOURISM COMPETITIVENESS AND SUSTAINABLE DEVELOPMENT IN THE REPUBLIC OF CROATIA
KRIŽMAN PAVLOVIĆ, D.: MANAGEMENT OF SUSTAINABLE TOURISM DEVELOPMENT: A MARKETING APPROACH
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MARKETING & AGRITOURISM
BRČIĆ-STIPČEVIĆ, V., PETLJAK, K., RENKO, S.: EKOAGROTURIZAM – POKRETAČ ODRŽIVOG RAZVOJA TURIZMA (ECOAGROTOURISM – SUSTAINABLE TOURISM DEVELOPMENT PROMOTER)
BRŠČIĆ, K., VELENIK, R., MILOHANOVIĆ ČEHIĆ, A.: AGROTOURISM, FACTOR OF SUSTAINABLE RURAL DEVELOPMENT – CASE STUDY “OGRADE”
MAVRIN, I.: CULTURAL HERITAGE AS A KEY DEVELOPMENT ELEMENT OF RURAL TOURISM IN BARANJA
MULEC,I. STOJANOVIĆ,V.: PROGRESS AND PROBLEMS IN SUSTAINABLE DEVELOPMENT OF RURAL TOURISM IN THE ECOTOURISTIC CENTER OF SOLČAVA – LOGARSKA VALLEY, SLOVENIA
ŠOSTAR, M., PAVOŠEVIĆ, J., MATIĆ, G.: RAZVOJNA STRATEGIJA OBITELJSKOG GOSPODARSTVA (DEVELOPMENT STRATEGY OF AUTHENTIC FAMILY FARM)
TÖRŐCSIK, M., SOÓS, J., RECHNITZER, S.: CHANCES OF A SMALL SETTLEMENT: PALKONYA AS AN EXAMPLE OF SEARCHING FOR NEW OPPORTUNITIES
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CONTEMPORARY MARKETING PRACTICES
BARABAŠ, H.: THE PRODUCT LOSS – OLISAN OIL
FERENČIĆ, M.: FILM MARKETING
JUSIĆ, D., ROSO, T.: VIPNET – INVESTING IN THE COMMUNITY
ŠIMAC, K.: BUSINESS MAGAZINE BIZDIREKT– FROM LOCAL TO NATIONAL MEDIA
ŠTIMAC, M.: PURCHASE THROUGH THE INTERNET – ALLIANZ DIRECT
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