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master's thesis
Alternativne metode marketinga s naglaskom na gerila marketing
2019. urn:nbn:hr:145:551755
Erić, Emil
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

Cite this document

Erić, E. (2019). Alternativne metode marketinga s naglaskom na gerila marketing (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:551755

Erić, Emil. "Alternativne metode marketinga s naglaskom na gerila marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:551755

Erić, Emil. "Alternativne metode marketinga s naglaskom na gerila marketing." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:551755

Erić, E. (2019). 'Alternativne metode marketinga s naglaskom na gerila marketing', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 27 September 2023, https://urn.nsk.hr/urn:nbn:hr:145:551755

Erić E. Alternativne metode marketinga s naglaskom na gerila marketing [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2019 [cited 2023 September 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:551755

E. Erić, "Alternativne metode marketinga s naglaskom na gerila marketing", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:551755

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Metadata
TitleAlternativne metode marketinga s naglaskom na gerila marketing
Title (english)Alternative methods of marketing with success on guerilla marketing
AuthorEmil Erić
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberDražen Ćućić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-03-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Gerila marketing odnosi se na inovativan i nekonvencionalan koncept primjene marketinga u poslovanju, zamišljen kao sredstvo posredstvom kojeg su poduzeća u prilici uspješno se oglašavati, neovisno o ograničenim financijskim resursima. Porast broja malih i srednjih poduzeća zahtijevao je primjenu nekih novih, drugačijih i netradicionalnih marketinških metoda. Tradicionalna marketinška filozofija zahtijevala je velika financijska ulaganja, dovodeći do toga da se mala i srednja poduzeća sa svojim skromnijim budžetima jednostavno nisu mogla boriti s velikim tvrtkama i njihovim izdašnim proračunima namijenjenim marketinškim aktivnostima. Preduvjet uspješne marketinške strategije je prepoznavanje i uvažavanje potreba potrošača i kreativno promišljanje i primjena inovativnih marketinških alata. Konačni rezultat uspješne strategije je kreiranje čvrstih odnosa s potrošačima koji tada bivaju prenositelji oglasa. Gerila marketing namijenjen je malim i srednjim tvrtkama te je odlično rješenje za oglašavanje uz minimalno ulaganje, dok velike tvrtke često primjenjuju kombinaciju gerila marketinga i tradicionalnog pristupa. Ovim diplomskim radom nastoje se istražiti i pojasniti inovativni oblici marketinga i njihov utjecaj na aktualne trendove u tradicionalnom marketingu, s posebnim naglaskom na gerilski marketing kao popularan oblik oglašavanja tzv.„Y generacije“.
Abstract (english)
Guerilla Marketing is a term that denotes an innovative concept of marketing application in business, and the concept itself is conceived as a means by which enterprises can successfully advertise, despite limited financial resources. Increased growth of newly established SMEs required the implementation of new, different and non-traditional marketing methods. Traditional marketing philosophy required a large financial investment, leading to the fact that SMEs have not been able to cope with large companies and their generous budgets for marketing activities. The prerequisite for a successful marketing strategy is listening to consumer needs and creative thinking and implementation of innovative marketing tools. The ultimate result of a successful strategy is to create solid relationships with consumers who are then ad transmitters. Guerrilla Marketing is designed for small and medium businesses and it is the perfect advertising solution with minimal investment, while large companies often apply a combination of guerrilla marketing and traditional approach. This paper is intended to explore and explain innovative forms of marketing and their impact on the current trends in traditional marketing, with particular emphasis on guerrilla marketing as a popular form of advertising in modern people society called "Generation Y“.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:551755
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 on2019-04-05 11:23:27