COVER STORY
Summer 2017 / Issue 54
Morality in Marketing:
The Croatian Case
W
e live in a dynamic
time advances
in shaping and
transmitting infor-
mation result in
new communication paradigms.
Communication plays a key role in
creating favorable and unfavorable
impressions individuals as well as
companies, work environments,
products and services. Precisely
because of this, marketing – and
especially advertising – faces many
challenges, especially those of
an ethical and legal nature. Since
consumer spending and loyalty
are crucial to market success
and companies can’t maximize
demand and profits through mar-
keting alone, responsible commu-
nication must be carefully aligned
with the interests of the company,
individuals and the community as a
whole. This harmonization is even
more critical given new commu-
nication paradigms, digital tech-
nologies and interactive market
communications.
Thus, the emphasis is on mon-
itoring legality and ethics of this
extremely influential economic
branch. Consumers and users
demand active engagement in
both company communications
and its business practices overall.
This makes socially acceptable
behavior an imperative – including
responsible advertising and market
communications.
Kamilo Antolović,
Permanent Judicial
Adviser for Advertising
& Market Communica-
tion-Marketing in the
Republic of Croatia
Regulation
in Croatia
Advertising and market com-
munications are regulated by a
set of legal norms set at the local
and national level. There is a long
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