MARKETING ACTIVITIES OF SMALL BUSINESSES IN CROATIA: THE CASE OF SPLITSKO-DALMATINSKA COUNTY

Due to their relevance and specific features, small and medium businesses are becoming the subject of scientific studies, with the objective of adapting the economic theory and creating applicable models and tools, in order to improve their business efficiency. One of the relevant marketing research fields is the implementation of marketing activities, which is, in this exploratory research, analyzed in a sample of small businesses in Splitsko-Dalmatinska County. The objective is to bridge the gap between the understanding of small and medium business marketing in large and established market economies, versus those small and transitional economies. Results of the study indicate that there are no significant differences in marketing activities of the analyzed enterprises, when compared to small businesses worldwide.