Marketing in Transition Conditions: Example of the Republic of Croatia

The Republic of Croatia, like other countries in transition, faces problems that are augmented by the war and manifested in a comparatively great decline in production, employment, salaries, and the standard of living. Actions aiming at economic stabilization of the country include: 1. financial measures, 2. foreign-trade measures, and 3. economic measures. The process of economic transition must necessarily be carried out in an environment of market-based management, because only under such conditions is it possible to create the prerequisites for a general and adequate restructuring of the entire economy. Potentially, the transition puts an end to ownership, political, and market monism and creates pluralism based on the competitiveness of forms of ownership, of political parties, and of economic subjects, respectively. Marketing should considerably contribute to the improvement of the efficiency of business operations of subjects by achieving increasing firms' market share, profits and employees, and by promoting structural change in the use of new technologies, creation of new products and introduction of new management methods.