DEGREE OF INFLUENCE OF APPLIED MARKETING CONCEPTON PROFITABILITY OF COMPANY

In their study the autors examined the degree of influence that applied marketing concept has on the profitability of a company expressed through ROA. The marketing concept is an universally acceptable philosophy for companies in Croatia which have been researched. The results of this research, which confirms the hypothesis of the study ,clearly shows that the acceptance of a marketing concept increases profitability for companies.