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master's thesis
Upravljanje marketingom trgovačkih lanaca maloprodaje
2017. urn:nbn:hr:145:132804
Boni, Antonio
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Boni, A. (2017). Upravljanje marketingom trgovačkih lanaca maloprodaje (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:132804

Boni, Antonio. "Upravljanje marketingom trgovačkih lanaca maloprodaje." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:132804

Boni, Antonio. "Upravljanje marketingom trgovačkih lanaca maloprodaje." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:132804

Boni, A. (2017). 'Upravljanje marketingom trgovačkih lanaca maloprodaje', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:145:132804

Boni A. Upravljanje marketingom trgovačkih lanaca maloprodaje [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:145:132804

A. Boni, "Upravljanje marketingom trgovačkih lanaca maloprodaje", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:132804

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Metadata
TitleUpravljanje marketingom trgovačkih lanaca maloprodaje
Title (english)Marketing Management in a Chain of Retail Stores
AuthorAntonio Boni
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-08-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad na temu Upravljanje marketingom trgovačkih lanaca maloprodaje obuhvaća sve najvažnije elemente vezane uz ovaj segment marketinga. Kroz sadržaj rada biti će vidljivo kako će se obraditi teme vezane za teorijsku podlogu marketinga gdje će se posebno pratiti segment maloprodaje. Nakon uvodne riječi te obrade teorijske podloge koja će biti svojevrsni putokaz koji će definirati smjer obrade ove teme te ključne sastavnice marketinga, obraditi će se segment maloprodaje u Hrvatskoj. Obrada navedenog segmenta trgovine je od velikog značaja kako bi bolje poznavali stanje na tržištu maloprodaje te način funkcioniranja tržišta. Veći dio rada će biti posvećen maloprodaji najvećih trgovačkih lanaca tj. marketing metodama koje koriste lideri tržišta kako bi osigurali i proširili svoju poziciju na tržištu. Detaljno će biti opisani najveći dio marketing kanala koji se koriste, pokazati će se njihov utjecaj na poduzeća, te tendenciju jačanja određenih kanala marketinga koji bi mogli prevladati u skoroj budućnosti. Suvremene metode marketinga su također segment koji će biti pokriven u ovom radu te utjecaj tih metoda na ostvarivanje bolje pozicije na tržištu maloprodaje. Tendencija korištenja novih metoda marketinga je ujedno i tema koja će biti obrađena u najširem obimu zbog njezine važnosti u ostvarivanju konkurentske prednosti poduzeća, veće profitabilnosti, produktivnosti te na koncu većeg profita za vlasnika. Zaključak rada će obuhvaćati sve najvažnije spoznaje proizišle iz ovog rada te konkretne zaključke o stanju na tržištu maloprodajnih trgovačkih lanaca te korištenju suvremenih kanala u marketingu.
Abstract (english)
Master thesis on the subject of Marketing management in retail stores involves all relevant elements related to this marketing segment. It is going to show theoretical marketing knowledge where the special attention will be given to retail segment. After initial introduction and defining all the key elements of theoretical knowledge, which is going to show the way this thesis is aiming for and the key marketing elements, we will address the retail segment in Croatia. Retail segment is of a big importance so we could understand the state of retail market and the way it works. Most of the thesis will be devoted to retail of the biggest retail chain stores and the methods that they use to ensure and expand their position on the market. There will be explained in details the marketing channels that are being used, showing the influence on the companies and the tendency to expand certain marketing channels that are probably going to prevail in the future. Modern marketing methods are also the segment that is going to be addressed in this thesis and the influence of those methods to getting a better position on the retail market. Tendency of using new marketing methods is going to be one of the most important elements, considering the ability to helping achieve bigger profit and productivity for the owner and the company. In conclusion the thesis will show the most important facts about marketing methods in retail chain stores and the importance of using new marketing channel.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:132804
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-09 06:18:39