Today's business environment is extremely dynamic and affected by many strong trends, such as market globalization, more and more intense competition and the constantly growing requirements and expectations of consumers. It is towards existence and the strengthening of local and global market position that Croatian companies should tend, within their market orientation, to meet and exceed the recognized and assumed requirements of their real and potential consumers. Therefore, more companies decide to implement and continually use effective business conceptions, such as quality management and marketing management or holistic marketing. Purposefulnessof the mentioned conceptions is noticed in positive influence on the business results of Croatian companies. In modern companies’ business holistic marketing philosophy and conception is complemented by acting of integrated marketing organizational function. Moreover, the process approach of marketing management is widely spread in doing business. In the companies which have focused on quality within the international quality standard ISO 9001:2008, the process defining of business activities is regarded as necessary in order to meet the standard requirements. Implemented and certified quality system proves the effective use of basic quality management principles in the company. Thus, the company confirms its orientation to continual improvements in everyday’s business. Further to theoretical study and the results of the conducted research concerning marketing management and quality management conceptions and processes being complementary, the importance of market research activities is emphasized as the pre-phase and the post-phase of the mentioned conceptions. In that way, companies provide valuable information about its process inputs and outputs, that is the requirements and satisfaction of its users. Hence, necessary information platforms are provided for the business decision making of company management. Regarding the results of the research based analysis of marketing and quality management development and influence on certified Croatian companies’ business, spiral process models as well as synergy matrix are being suggested with holistic marketing dimensions and quality management principles. The effective use of the mentioned model would serve the purpose of development and increasing competitiveness of the companies certified by the international standard ISO 9001:2008 requirements. In conclusion, the results of testing its potential acceptance when applied by in the practice of certified Croatian companies are being represented. Also, new possibilities for further model upgrades and improvements are being considered