Istraživanje tržišta

Selling products or services on the market, with the intention of generating income, is unthinkable today without knowledge of the market. In the pursuit of long-term market success, knowledge of the market can mean a decisive advantage compared to competing companies, as it helps to find a better way to satisfy consumers. This is why market research is considered an integral part of marketing and business management. For students of marketing and business management, market research is one of the most important parts and fields of study.

The book is divided into three parts. The first part is an introduction to market research, the role and meaning of research in business decision-making. The second part consists of the process of market research, and the third is about the application of market research. In the Appendices at the end of the book in this, the fifth edition, there is a Glossary of Terms, Financial Market Research in the Republic of Croatia and the Household Panel.