Marketing Research in Yugoslavia: Random Walk Through Theory and Practice of Research

Analysis of several available sources was used to make assessment of historical development, state of the art and probable future directions of marketing research in Yugoslavia. Chronology of changes in market research and knowledge development is presented comparatively with USA, together with the changes in economic environment and the evolution of marketing concept. As a base for the evolution of marketing research the analysis of the following four different institututions was used: (1) marketing research in higher education (2) market research industry (3) scientific and professional publications (4) selected case studies. Arguments suggesting that marketing research in Yugoslavia is today approaching the “management awareness phase” and therefore has about 30 years lag behind USA. Data also show that good chances for a much faster growth in the comming years are possible.