| Abstract | Ovim diplomskim radom nastoji se pobliže istražiti i predstaviti marketing, točnije gerilski pristup u njegovoj primjeni na tržištu te oblici gerilskog marketinga i brojni načini na koje se mogu primjeniti u oglašavanju na tržištu. Rad se, uz uvod koji ukratko definira marketing, sastoji od pet glavnih poglavlja. Drugo poglavlje govori općenito o gerilskom marketingu i njegovim razlikama u odnosu na tradicionalni marketing. Također, opisuje potrebu i način primjene gerilskog marketinga, kroz istraživanje, stvaranje plana i razvoj kreativnog marketinga. Štednja novca i psihologija su također važan dio gerilskog marketinga, kao i ponašanje poduzeća, koje je drugačije i efikasnije u odnosu na konkurente. Treće i četvrto poglavlje obuhvaćaju minimedijski i maksimedijski marketing. Minimedijski marketing se između ostalih sastoji od prodaje od vrata do vrata, posjetnica, osobnih i cirkularnih pisama, telefonskog marketinga, letaka i brošura, malih oglasa i reklama na oglasnim pločama. Maksimedijski marketing, koji djeluje privlačnije i učinkovitije se sastoji od oglašavanja u novinama, časopisima, na radiju, televiziji i sl. Uz nekoliko knjiga i časopisa, kao glavna literatura je korištena knjiga ''Gerilski marketing'' Jay Conrad Levinsona. Peto poglavlje govori o novim medijima, koji u zadnjih dvadesetak godina postaju sve važniji dio oglašavanja. Tu ponajprije spadaju računala, odnosno internet i njegove razne mogućnosti. |
| Abstract (english) | This paper is intended to explore and showcase marketing. To be precise, it is intended to get a closer look at the guerilla marketing and it's application on the market, along with it's forms and many different ways to apply them in market advertising. The paper consists of five main chapters, along with introduction, which briefly defines marketing. Second chapter is about guerilla marketing in general and it's differences from traditional marketing. Also, it describes the need for guerilla marketing, and it's application through research, planning and creative marketing development. Money saving and psychology are also an important part of guerilla marketing, along with company behaviour, which is different and more efficient in comparision to competition. Chapters three and four contain minimedium and maximedium marketing. Minimedium marketing consists of door to door sale, business cards, personal and circular letters, phone marketing, flyers and message board ads among others. Maximedium marketing, which seems more attractive and efficient than minimedium marketing, consists of ads in newspapers and magazines, and radio and television commercials etc. Among a few books and magazines, the main literature used in writing this paper was ''Guerilla marketing'' book by Jay Conrad Levinson. |
