The authors proposed marketing oriented program for revitalization of the old medieval Sisak fortress. The main conclusions of research and modelling are: 1. Historical monuments of this kind should not be degraded through marketing revitalisation neither in functional, architectural nor cultural sense; 2. New product should be integration of many different contents based on various existing target groups, and great space and functional potential of this kind of building; 3. Marketing approach is essential for revitalisation of historical monuments; 4. It is possible to use this global approach as basic model for other similar historical objects. This project proved that it is impossible to create rather new touristic product concept without marketing research.
This paper is written by a management consultant; one who, by the nature of his task, must try to know, develop and fertilise the soil on which managerial talent in business can grow and bear fruit. One vital constituent of that soil is action-provoking information. The author gives his views on the increasingly important role of information as a business asset and his reasons for those views. He then describes the very imperfect supply and demand situation in which business information finds itself. The objectives which business information must meet having been set out, the prevailing obstacles to a more fruitful relationship between the ultimate user if information the business decision-maker and the non-integrated, heterogeneous host of production-oriented suppliers are examined. The author concludes that an Edwardian outlook on information management in business is common and that little encouragement to a more up-to-date approach is forthcoming from the Information supply side.
In France there is presently an increasing development of horizontal mergers between companies belonging to the same field. In this paper we shall study only the mergers which occur in the mass consumption field, due to the following reasons: - Existence of a common distribution with very concentrated buying centers working for the account of a very scattered net work of point of sales; - Nature of buying process (the buyer being generally the housewife) . - Similitude of marketing technics (sales force, promotion, advertising). The mergers set many marketing problems. Here marketing must be defined in its most general meaning as the basic philosophy of the developing companies, that is a new structure, a new arrangement of forces in order to face new development of the market better with a greater efficiency. We take in this paper examples of several horizontal mergers recently achieved in the food field in outlining the problems raised by short term evolution of the group.
In France there is presently an increasing development of horizontal mergers between companies belonging to the same field. In this paper we shall study only the mergers which occur in the mass consumption field, due to the following reasons: - Existence of a common distribution with very concentrated buying centers working for the account of a very scattered net work of point of sales; - Nature of buying process (the buyer being generally the housewife) . - Similitude of marketing technics (sales force, promotion, advertising). The mergers set many marketing problems. Here marketing must be defined in its most general meaning as the basic philosophy of the developing companies, that is a new structure, a new arrangement of forces in order to face new development of the market better with a greater efficiency. We take in this paper examples of several horizontal mergers recently achieved in the food field in outlining the problems raised by short term evolution of the group.