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master's thesis
Uloga trgovačkih maraka na konkurentnost
Diplomski rad
2024. urn:nbn:hr:145:512653
Benić, Tatjana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Benić, T. (2024). Uloga trgovačkih maraka na konkurentnost : 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:145:512653

Benić, Tatjana. "Uloga trgovačkih maraka na konkurentnost : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:512653

Benić, Tatjana. "Uloga trgovačkih maraka na konkurentnost : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:512653

Benić, T. (2024). 'Uloga trgovačkih maraka na konkurentnost : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:512653

Benić T. Uloga trgovačkih maraka na konkurentnost : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:512653

T. Benić, "Uloga trgovačkih maraka na konkurentnost : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:512653

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Metadata
TitleUloga trgovačkih maraka na konkurentnost : Diplomski rad
Title (english)The role of trade marks in competitiveness : Graduate paper
AuthorTatjana Benić
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 and Business in Osijek
Osijek
Defense date and country2024-02-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha maraka je promjena percepcije kupaca na proizvod i njegovu vrijednost i kvalitetu. Sa poznatim markama i brandovima kupci “idu na sigurno” što bi bio najbolji opis rezultata omjera cijene i kvalitete za kojim potrošači teže prilikom donošenja odluke o kupovini. Iskoristivost trgovačke marke u prodaji je velika ukoliko razumijemo potrebe kupaca. Te potrebe mogu se lako i brzo mijenjati, što se konstantno i dešava, u slučaju kriznih situacija, pandemija, ratova, ekonomskih i političkih promjena unutar i van država, promjena odnosa između određenih država, društvenih promjena i slično. Sve ove promjene mogu značajno utjecati na percepcije kupaca, a time se događa da neki segmenti poslovanja koji do sada nisu bili konkurentni jedni naspram drugih postaju upravo to. U ovakvim situacijama pravila poslovanja i marketing moraju se mijenjati i prilagoditi se kako bi se poslovanje moglo odvijati i u raznim kriznim stanjima i stanjima koja su posljedica tih kriznih stanja i situacija.
Abstract (english)
The purpose of brands is to change the customer's perception of the product and its value and quality. With well-known brands, customers "go safe", which would be the best description of the price-quality ratio results that consumers strive for when making a purchase decision. The usefulness of a trade mark in sales is great if we understand the needs of customers. These needs can change easily and quickly, which happens constantly, in the case of crisis situations, pandemics, wars, economic and political changes inside and outside countries, changes in relations between certain countries, social changes, etc. All these changes can have a significant impact on customer perceptions, and as a result, some business segments that have not been competitive against each other until now become just that. In such situations, the rules of business and marketing can be carried out in various crisis situations and situations that are a consequence of these crisis situations.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:512653
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-03-12 16:15:42