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master's thesis
Tradicionalni vs. guerrilla marketing
Diplomski rad
2019. urn:nbn:hr:145:032074
Horvat, Mia
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing

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Horvat, M. (2019). Tradicionalni vs. guerrilla marketing : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:032074

Horvat, Mia. "Tradicionalni vs. guerrilla marketing : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:032074

Horvat, Mia. "Tradicionalni vs. guerrilla marketing : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:032074

Horvat, M. (2019). 'Tradicionalni vs. guerrilla marketing : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 09 December 2023, https://urn.nsk.hr/urn:nbn:hr:145:032074

Horvat M. Tradicionalni vs. guerrilla marketing : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2019 [cited 2023 December 09] Available at: https://urn.nsk.hr/urn:nbn:hr:145:032074

M. Horvat, "Tradicionalni vs. guerrilla marketing : Diplomski rad", 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:145:032074

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Metadata
TitleTradicionalni vs. guerrilla marketing : Diplomski rad
Title (english)Traditional vs. Guerrilla marketing : Graduate paper
AuthorMia Horvat
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Pojam guerrillskog marketinga prvi je uveo Jay Conrad Levinson, kada je je 1984. godine izdao knjigu Guerrilla marketing i time promijenio svijet oglašavanja, a nakon nekog vremena, uslijedila su i nova izdanja koja su pratila trendove u razvoju marketinga, kako guerillskog, tako i tradicionalnog. Tehnologija se neprekidno razvija i postaje sve većim dijelom naše svakodnevice te u skladu s tim su modernije i privlačnije nekonvencionalne metode oglašavanja, dok se tradicionalni marketing temelji na zastarjelim metodama i 4P, a tržište je samo po sebi veoma dinamično i potrebno ga je pratiti. Tradicionalni marketing smatra da je nužno uložiti novac za predstavljanje na tržištu, dok gerilci smatraju da to nije nužno, ukoliko smo spremni uložiti u druge stvari, kao što su naše vrijeme, mašta, inovativnost i kreativnost. U ovom diplomskom radu nastoji se ukazati na razlike između guerrilla i tradicionalnog marketinga, saznati nešto više o guerrilla marketingu kroz primjere u praksi, nešto o njegovoj povijesti, prednostima i nedostacima. Nadalje u radu prikazani su rezultati ankete, u kojoj je ispitano kako utječu različiti pristupi oglašavanju na ljude, što ostavlja veći dojam na njih, a što manji.
Abstract (english)
The term guerrilla marketing was first introduced by Jay Conrad Levinson when he published his book Guerrilla Marketing in 1984, which changed the marketing world. Later came new editions which followed the trends of marketing development, both guerrilla as well as traditional. Due to its continuous development, technology has become a part of our daily lives and, consequently, it brings us new, modem and more attractive unconventional methods of advertising, while traditional marketing remains based on out-dated methods and 4Ps. On the other hand, market itself is very dynamic and needs to be followed. Traditional marketing stands by its notion that it is necessary to invest money for one's promotion on the market. Guerrilla marketing, on the other hand, finds this unnecessary as long as one is prepared to invest in other things like time, imagination, innovation and creativity. This paper aims to focus reader's attention to differences between guerrilla and traditional marketing, leam more about guerrilla marketing through practical examples, about its history advantages and disadvantages. Finally, this paper presents the results of a survey which investigated the influence of different advertising approaches on people.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:032074
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originReformatted digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-05-14 10:58:55