The prior aim of the paper is to present the next station of the enlargement process of the European Union, the chances and challenges of the Croatian accession after the democratic transformation. The study is about to investigate how an old-and-new state is searching for its identity, and what a bumpy road does it have to cope with in order to get to be part of the European space. Two phases of the whole integration process could be separated. The first term is from the declaration of independence (26 June 1991) till the death of president Franjo Tudjman (10 Dec 1999), when beyond building a democratic country and state, Croatia also tried to identify and manage the priorities of its independent foreign policy. The next phase is mainly characterised by the development and deepening of relations between the EU and Croatia from the death of the president on, when the substantial investigations started between Croatia and the European Union, and are still in progress.
The present study strives to examine a less know reform plan, the so-called "SZ agenda" from the second term (1939–1941) of PM Pál Teleki. The file labeled as "highly classified", which turned up in the secretary of the foreign office, Elemér Újpétey's legacy, encompasses a series of papers comprising a complete plan to reform the public administration, the government, and the economy. None of these papers indicates neither the name of its author nor the date of its creation, nonetheless it is fair to assume that they were laid down around November/December of 1940, and that the Service for National Policy, which used to orchestrate Teleki's secret domestic actions, was hugely involved in their making. The most important piece of these papers concentrates on the so-called State Staff, which, at its core, would have been an organization akin to the Council of Ministers assisting the PM and the government. An organization of this kind could have worked as a kind of shadow government in the event of a possible German occupation. By and large, these papers reveal that the outlined reforms were interrelated with Teleki's corporatist ideas, nevertheless their paramount importance was to beef up an independent and sovereign Hungary first and foremost vis-à-vis the Third Reich. It is uncharted, which stage of its realization the "SZ agenda" arrived at, but it is fairly feasible that the main hurdle to its implementation was Pál Teleki's death on April 3, 1941.
In the study the author first makes clear the notion of nutrimarketing, and its place in modern marketing. He states that there are several factors that are responsible for the spread of the civilization diseases; one of the most important ones is the quality of nutrition. The health state of the Hungarian population is among the worst ones in the world, and it is well reflected in the unfavourable life expectancy at birth and the death rate. It is also proved that the mortality indexes are a lot more unfavourable than they would be justified by the food consumption, but in spite of this the quality of our nutrition is still far behind the optimal. He also reports that the nutrition of the Hungarian population is unfavourably formed by the consumers' misbelieves, as well as the distrust towards different foods. The strategic foods of the future – from among them the author analyses the market situation of and the opportunities of functional, organic and regional foods – can have a key role in putting an end to the health and nutrition anomalies. He states that the examined food-groups have distinctive and well-communicatable product properties and nutrition advantages, and their improvement potential is far behind that of the traditional products. The so-called nutrimarketing activity has a key role in the market positioning of the outlined foodcategories, that is why the most important fields of the nutrimarketing strategy will be defined as well. The author hopes that the results of the research will help the nutrition of the Hungarian population reach the optimal level. ; A tanulmányban a szerző elsőként tisztázza a táplálkozásmarketing fogalmát, illetve helyét a modern marketingben. Megállapítja, hogy a civilizációs betegségek terjedéséért számos tényező felelős, köztük az egyik legfontosabb a táplálkozás milyensége. A magyar lakosság egészségi állapota világviszonylatban a legrosszabbak közé tartozik, amelyet, jól tükröz a születéskor várható élettartam és a halálozási ráta kedvezőtlen alakulása. Bizonyítást nyert az is, hogy a halandósági mutatók sokkal kedvezőtlenebbek, mint azt az élelmiszerfogyasztás szerkezete indokolná, ennek ellenére táplálkozásunk minősége még messze elmarad az optimálistól. Megállapítja azt is, hogy a magyar lakosság élelmiszerfogyasztásának alakulását kedvezőtlenül befolyásolják a fogyasztói tévhitek, valamint az élelmiszerekkel kapcsolatos bizalmatlanság. A vázolt egészségügyi és táplálkozási anomáliák felszámolásában kulcsszerepet tölthetnek be a jövő stratégiai élelmiszerei, amelyek közül a szerző a funkcionális, az organikus és a regionális élelmiszerek piaci helyzetét és lehetőségeit elemzi. Megállapítja, hogy vizsgált élelmiszercsoportok megkülönböztető és jól kommunikálható termékjellemzőkkel, táplálkozási előnyökkel rendelkeznek, éves növekedési potenciáljuk pedig messze meghaladja a hagyományos termékekét. A vázolt élelmiszerkategóriák piaci pozícionálásában kulcsszerepe van az ún. táplálkozásmarketing-tevékenységnek, ezért meghatározásra kerülnek a táplálkozásmarketing stratégia fontosabb területei. A szerző bízik abban, hogy a kutatás eredményei elősegítik a magyar lakosság táplálkozásának közelítését az optimális értékekhez.
