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master's thesis
MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU
Diplomski rad
2022. urn:nbn:hr:145:574061
Cimbal, Mirjana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Cimbal, M. (2022). MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad (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:145:574061

Cimbal, Mirjana. "MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:574061

Cimbal, Mirjana. "MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:574061

Cimbal, M. (2022). 'MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:574061

Cimbal M. MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:574061

M. Cimbal, "MARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:574061

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Metadata
TitleMARKETINŠKE AKTIVNOSTI U MALOM I SREDNJEM PODUZETNIŠTVU : Diplomski rad
Title (english)MARKETING ACTIVITIES IN SMALL AND MEDIUM ENTERPRISES : Graduate paper
AuthorMirjana Cimbal
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Economics of Entrepreneurship
Abstract
Marketing je potrebno koristiti u svakom poduzeću kako bi se dosegao što veći broj potencijalnih kupaca, mala i srednja poduzeća zbog ograničenih resursa provode prilagođene marketinške aktivnosti koje minimiziraju potrebne troškove marketinga i maksimaliziraju doseg potencijalnih kupaca te samog profita. Ograničenja u financijskim resursima usmjeravaju mala i srednja poduzeća u korištenju marketinških aktivnosti koje su povezane s tehnološkim aspektom poslovanja (društvene mreže, online prodaja, e-mail ili SMS marketing, itd.). Unutar provedenog anketnog upitnika u kojem se analizira struktura i dinamika marketinških aktivnosti malih i srednjih poduzeća, vidne su pozitivne razlike u poduzećima koja imaju marketinški odjel. Cjelokupni rezultati anketnog upitnika ukazuju na važnost planiranja, formiranja i održavanja marketinških aktivnosti temeljenog na promjenama okoline. Podaci pokazuju da u prosjeku analizirana mala i srednja poduzeća ne koriste puni potencijal marketinških aktivnosti budući da samo 45,5 % ispitanika koristi plaćeno oglašavanje na društvenim mrežama, 54,5 % ispitanika koristi e-mail marketing, te samo 54,5 % ispitanika koristi objave na društvenim mrežama koje su besplatne. Niti jedan ispitanik ne koristi SMS marketing u sklopu marketinških aktivnosti. Potrebno je povećati svijest o važnosti relevantnih marketinških aktivnosti zapošljavanjem kvalitetnog marketinškog osoblja koja mogu na efikasan način raspolagati marketinškim budžetom kako bi obuhvatili najrelevantnije marketinške aktivnosti koje u mnogim slučajevima nisu financijski izdašne.
Abstract (english)
Marketing needs to be used in every company in order to reach as many potential customers as possible, small and medium enterprises due to limited resources carry out adapted marketing activities that minimize the necessary marketing costs and maximize the reach of potential customers and profits. Constraints in financial resources direct SMEs in the use of marketing activities related to the technological aspect of business (social networks, online sales, e-mail or SMS marketing, etc.). Within the survey conducted, which analyzes the structure and dynamics of marketing activities of small and medium-sized enterprises, the positive differences can be seen in enterprises that have a marketing department. The overall results of the survey questionnaire indicate the importance of planning, forming and maintaining marketing activities based on environmental changes. The data shows that, on average, the analyzed small and medium-sized enterprises do not use the full potential of marketing activities, since only 45,5 % of respondents use paid advertising on social media, 54,5 % of respondents use e-mail marketing, and only 54,5 % of respondents use posts on social media that are free of charge. Not a single respondent uses SMS marketing as part of their marketing activities. It is necessary to increase the awareness of relevant marketing activities when hiring quality marketing personnel who can efficiently allocate the marketing budget in order to include the most relevant marketing activities, which in many cases are not expensive.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:574061
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-19 11:38:34