Innovation and Communication as Dimensions of the Marketing Culture: Their Influence...

Innovation and Communication as Dimensions of the trade Culture: Their crop on Financial functioning in Slovenias indemnity and Construction Industries Natalija Postružnik, M.Sc. Tr?ova 211, 2229 Male?nik, Slovenia, natalija.postruznik@amis.net Melita Moretti, M.Sc. Trebinjska ulica 2, 1000 Ljubljana, Slovenia, melita.moretti@amis.net (JEL): M30 1 Innovation and Communication as Dimensions of the Marketing Culture: Their Influence on Financial Performance in Slovenias Insurance and Construction Industries Natalija Postružnik, M.Sc., and Melita Moretti, M.Sc. Izvle?ek V pri?ujo?em prispevku sta opredeljena pomen in vloga marketinške kulture organizacije ter njenih kategorij inovativnost in interno komuniciranje, ki pomembno vplivata na finan?no uspešnost poslovanja organizacij. Na podlagi teoreti?nih spoznanj je izvedena kvalitativna raziskava v gospodarskih panogah zavarovalništvo in gradbeništvo v R Sloveniji. Na osnovi ugotovitev raziskave so podana priporo?ila za prakso in nadaljnje raziskovanje. Klju?ne besede: marketinška kultura, finan?na uspešnost, inovativnost, interno komuniciranje, zavarovalništvo, gradbeništvo. 2 Article Natalija Postružnik, M.Sc., and Melita Moretti, M.Sc.

Abstract This prove explores the meaning and role of the marketing culture within organizations, specifically innovativeness and internal communications, both of which have a significant blow on an organizations financial performance. A qualitative study in the insurance and construction industries in Slovenia was conducted establish on theoretical insight, in which 11 semi-structured interviews were conducted with top and tenderness managers of medium-sized and large organizations. Recommendations to be applied in practice and for march on research are given based on the findings. Keywords: Marketing culture, Financial performance, Innovation, Internal communications, Insurance industry, Construction industry 3 1 Introduction... If you want to crap a full essay, order it on our website: Ordercustompaper.com

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