The main purpose of this article is to present a research study of brand extension with developing an innovative product in a new product category. A case study is presented by one of the leading Slovenian brands in the market of fast moving consumer goods. More specifically, we shall be dealing...

Development of the world food market has, in recent years, been marked by rapid, unexpected and complex changes. The world food industry is operating in an explicitly dynamic environment which demands constant adjustments and responses. Good familiarity with consumers, their habits, wishes, and...

Modern company needs as the foundation of its successful operation clearly defined vision, employees values and high, but still reachable business goals, which are based on high level involvement of employees in the company and on the basis of their participation. Knowledge, skills and...

In dynamic market environment, distribution channels, marketing activities, diversification strategies, and food quality are increasingly important. Innovation in social networking media has revolutionized the world in 21st Century. Social networking media presents potentially opportunities for...

The article investigates the importance of perceived brand name value from an external point of view of perception of the Slovenian consumers. Based on the stratified survey and quantitative research we note the relationship between the origin of the product, marketing mix elements, and the...

Consumer satisfaction is imperative to a successful business, the reason for the choice of topic for this paper being explained thereby. Market changes have resulted in consumer’s enormous growth of power, which was recognized by many companies who adapted their business to meeting those...

Development of new technologies and market saturation with products from different backgrounds with different properties for end users often causes confusion and uncertainty in the process of buying. Because of the faster flow of information, modern companies are becoming a learning societies...

The marketing discipline has in recent years greatly transformed. The marketing concept has been extended, deepened, the redefined and repositioned. In the last fifteen years, many authors point out that the marketing of a variety of factors occurred in the mature phase that is in crisis and...

The monograph covers three topics. The first part, "Development and Definition of Marketing, the Basic Marketing Concepts, the Marketing Mix and the Origin of a Product: An Additional Element of the Marketing Mix," represents the developmental milestones of marketing and various definitions of...