UPRAVLJANJE MARKAMA SLOVENSKIH IZVOZNIH PODUZECA/BRAND MANAGEMENT OF SLOVENIAN EXPORT COMPANIES

From: Trziste = Market | Date: January 1, 2008| Author: Korda, Aleksandra Pisnik; Snoj, Boris | Copyright information

Kljucne rijeci:

upravljanje markom, internacionalizacija poslovanja, Slovenija

SAZETAK

U radu se opisuju neke od karakteristika upravljanja markom na primjeru slovenskih poduzeca koja intenzivno internacionaliziraju svoje poslovanje. Na uzorku od 200 najvecih slovenskih izvoznih poduzeca autori istrazuju utjecaj internacionalizacije poslovanja na strategije elemenata marketinskog miksa te pokusavaju otkriti najcesce unutarnje i vanjske prepreke internacionalizaciji koje u...

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