Publishing marketing - with special reference to Croatian opportunities

Budući da je marketing jedan od najbitnijih poslovnih procesa u suvremenom svijetu važno je kvalitetno ga implementirati u krugove knjižnog izdavaštva. To je do sada već učinjeno na mnoge načine. Rad će biti usmjeren na nakladništvo kao industriju, marketing te marketing u nakladništvu u Hrvatskoj. Cilj rada je istražiti značaj marketinga u nakladničkoj industriji te dobiti uvid u marketinške napore hrvatskih nakladnika. Za primjer će biti analizirani neki od hrvatskih nakladnika u aspektu internetskog marketinga. Osim toga provest će se anketa usmjerena na nakladnike gdje će se pokušati dobiti uvid u njihov stav o važnosti marketinga.As marketing is one of the most important business processes in the modern world, it is important to implement it well in the circles of book publishing. This has already been done in many ways. This thesis will be focused on publishing as an industry, marketing and marketing in publishing in Croatia. The aim of this paper is to investigate the importance of marketing in the publishing industry and gain insight into the marketing efforts of Croatian publishers. For research purposes there will be analyzed some of the Croatian publishers in the aspect of internet marketing. In addition, a survey will be conducted and aimed at publishers with the intention of gaining insight into their views on the importance of marketing