Marketing malih i srednjih poduzeća

Marketing for Small and Medium-Sized Enterprises by Nataša Renko and Ružica Brečić is a professional book dedicated to marketing strategies, methods, and tools tailored to the specific needs of small and medium-sized enterprises (SMEs). The work bridges theoretical marketing foundations with the practical business challenges faced by companies operating with limited financial, human, and organizational resources.

The authors address the importance of market orientation, understanding consumer needs, competitor analysis, market segmentation, and target audience selection. Special attention is given to formulating marketing strategies, positioning products and services, building a distinctive brand, and effectively applying the elements of the marketing mix.

The book examines the role of an entrepreneurial approach to marketing, innovation, creativity, and the cultivation of long-term customer relationships. It emphasizes the importance of adaptability, identifying market opportunities, and the rational use of available resources to achieve competitive advantage and sustainable business development.

It is intended for students of economics, marketing, and entrepreneurship, owners and managers of small and medium-sized enterprises, and anyone wishing to understand how to effectively develop a market presence and marketing activities within the modern business environment.