prikaz prve stranice dokumenta Marketing plan
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master's thesis
Marketing plan
2017. urn:nbn:hr:145:444847
Surać, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Surać, I. (2017). Marketing plan (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:145:444847

Surać, Ivana. "Marketing plan." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:444847

Surać, Ivana. "Marketing plan." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:444847

Surać, I. (2017). 'Marketing plan', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 26 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:444847

Surać I. Marketing plan [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 February 26] Available at: https://urn.nsk.hr/urn:nbn:hr:145:444847

I. Surać, "Marketing plan", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:444847

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Metadata
TitleMarketing plan
Title (english)Marketing Plan
AuthorIvana Surać
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2017-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet ovog rada je obrada marketing plana kao alata za razvoj turističke destinacije. Cilj rada je kroz teoriju i primjer iz prakse ukazati na važnost planiranja marketinga u turizmu i proširiti znanje o samom procesu marketinškog planiranja i procesu izrade marketinškog plana. Marketing plan je pisani dokument ili nacrt na osnovu kojeg se sprovode i nadziru marketinške aktivnosti u poduzeću ili organizaciji. Plan sadrži detaljno razrađene strategije i programe marketinga radi postizanja... More ciljeva na određenom tržištu tako da predstavlja glavni instrument za usmjeravanje i koordinaciju marketinških aktivnosti. Marketing plan prikazuje detaljnu internu i eksternu analizu okruženja, kako bi se dobio realan uvid položaja proizvoda na tržištu, nakon čega se postavljaju ciljevi koji se žele postići, te strategije i taktike, odnosno načini na koji će se doći do željenih cijljeva. Izrađuju se i prognoze poslovanja, kako bi se dobio uvid u potencijalni ishod marketinških akcija, te financijske prognoze radi uvida u financijsku isplativost proizvoda. Kako bi se plan uspješno proveo u djelo, mora se uspostaviti mehanizam kontorole plana. Rad se sastoji od šest poglavlja. Na početku rada navode se ciljevi i svrha pisanja rada i izbora teme, te se ukazuje na važnost planiranja marketinga. Nakon toga navedena je prethodna teorijska podloga, a potom je u trećem poglavlju rada definiran pojam marketing plana, nakon čega su detaljno pojašnjeni dijelovi od kojih se marketing plan sastoji, te problemi na koje se može naići prilikom izrade plana. Upoznajemo se i sa pojmom marketinga u turizmu i specifičnostima marketinga u turizmu. U četvrtom dijelu rada analiziran je primjer marketing plana, “Operativni marketinški plan turizma grada Zagreba za razoblje od 2011.-2016.godine“, kako bi se dobio uvid marketing plana iz prakse, nakon čega slijedi rasprava i a na samom kraju rada zaključak rada. Less
Abstract (english)
The subject of this paper is the processing of a marketing plan as a tool for the development of a tourist destination. Through the theory and example of practice, the aim of the paper is to point out the importance of marketing planning in tourism and to expand knowledge on the process of marketing planning and the process of drafting a marketing plan. A Marketing Plan is a written document or draft on which marketing activities in a company or organization are conducted and monitored.... More The plan contains elaborate strategies and marketing programs to achieve the goals in a particular market so it is the main instrument for directing and coordinating marketing activities. The marketing plan shows a detailed internal and external environment analysis to gain a realistic insight into the position of the product on the market, after which the goals that are to be achieved are set, strategies and tactics, or ways to achieve the desired goals. Business forecasts are also being made to gain insight into the potential outcome of marketing actions and financial forecasts for insight into the financial viability of the product. In order for the plan to be successfully implemented, a plan mechanism mechanism must be established. The work consists of six chapters. At the beginning of the paper, goals and purpose of this work and the choice of topic are mentioned, and the importance of marketing planning is emphasized. Subsequently, the previous theoretical background is mentioned and then, in the third chapter of the work the term marketing plan is defined, after which the detailed parts of which the marketing plan consists and the problems that may be encountered when developing the plan are defined. We also get acquainted with the concept of marketing in tourism and the specifics of marketing in tourism. The fourth part of the chapter analyzes the example of a marketing plan, "Operational Marketing Plan for the City of Zagreb for the 2011-2016 Spacing", to gain insight into the marketing plan from practice, followed by discussion and at the very end of the work conclusion. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:444847
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 on2017-11-07 14:52:28
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