Marketing-komuniciranje

The book Marketing Communication (Marketing komuniciranje), by the esteemed Croatian economist and professor emeritus Marcel Meler, stands as one of the pioneering and seminal works in domestic economic literature from the early 1990s, focusing on corporate promotion and communication strategies. Published in 1992—a period marked by profound socio-economic shifts and the transition toward a market economy—the book played a pivotal role in the education of new generations of marketing professionals. In this work, the author provides a comprehensive and methodologically rigorous exploration of the concept of marketing communication as a key component of the marketing mix. He examines, in detail, the fundamental forms and instruments of promotion: commercial advertising, personal selling, sales promotion, public relations (PR), and publicity. Meler further explains the psychological, sociological, and communicative dimensions of message reception, the process of planning and developing communication campaigns, and the methods for measuring their effectiveness and impact on consumers. Written in a professional, systematic, and clear academic style, this work by Marcel Meler remains an exceptionally valuable theoretical foundation and a historically significant textbook—one that laid the groundwork for the contemporary understanding of integrated marketing communication in Croatia.