出版社：Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
摘要：Survival and the achievement of competitive advantages in the contemporary business conditions imperatively require consistent application of postulates of the marketing concept from the companies. Regard to the fact that tourism represents the strategic development direction, and that the hospitality industry is one of the main bearer of tourism supply, the authors aimed to investigate the state and problems of the marketing concept adoption in hospitality companies of Croatia. For that purpose, they conducted primary research on the sample of 11 most important hospitality companies of Istrian county - the most developed tourism region in Croatia. Method of personal interview based on the structured questionaire was applied during the research. Internal and external problems of the marketing concept adoption, which were identified in the research, hospitality companies should use as milestone for the achievement of the higher level of marketing concept adoption, and consequently the achievement of adequate business result.
