IMPORTANCE OF MARKETING STRATEGY FOR ACHIEVEMENT OF COMPETITIVE ADVANTAGE OF CROATIAN ROAD TRANSPORTERS

Much attention was not given to marketing and marketing activities of Croatian road transporters. As the financial crisis had a strong impact on this industry as well, and taking into consideration that Croatia has joined the European Union which increased the competition, there is clear need for research on the sources of competitive advantage of road transporters, especially of possibility of achievement competitive advantage based on the adequate marketing strategy. Due to that, the aim of this paper is to conduct research on importance of marketing strategy in Croatian road industry and to propose characteristics of marketing strategy that should ensure achievement of competitive advantage to Croatian road transporter, and to define guidance how providers of transport services can improve the level of their service.