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master's thesis
Važnost marketinške komunikacije i njezin ekonomski aspekt
2017. urn:nbn:hr:145:820936
Mikleušević, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Mikleušević, M. (2017). Važnost marketinške komunikacije i njezin ekonomski aspekt (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:145:820936

Mikleušević, Marija. "Važnost marketinške komunikacije i njezin ekonomski aspekt." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:820936

Mikleušević, Marija. "Važnost marketinške komunikacije i njezin ekonomski aspekt." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:820936

Mikleušević, M. (2017). 'Važnost marketinške komunikacije i njezin ekonomski aspekt', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 20 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:820936

Mikleušević M. Važnost marketinške komunikacije i njezin ekonomski aspekt [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 March 20] Available at: https://urn.nsk.hr/urn:nbn:hr:145:820936

M. Mikleušević, "Važnost marketinške komunikacije i njezin ekonomski aspekt", 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:145:820936

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Metadata
TitleVažnost marketinške komunikacije i njezin ekonomski aspekt
Title (english)THE IMPORTANCE OF MARKETING COMMUNICATION AND ITS ECONOMIC ASPECT
AuthorMarija Mikleušević
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranimir Marković (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 country2017-12-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Temeljni motiv za pisanje diplomskog rada na ovu temu bio je ukazati na važnost marketinške komunikacije i njenih promotivnih aktivnosti u suvremenom poslovanju koje je karakterizirano velikom konkurencijom i sve zahtjevnijim potrošačima koji žele nešto više, točnije dodatnu vrijednost za svaki kupljeni proizvod. Potrošači danas žele biti upućeni u svaki detalj proizvoda, u njegovu proizvodnju, način proizvodnje, etičnost prodavača (proizvođača) i slično te baš zato marketinška komunikacija... More dobiva sve veće značenje. U marketinškoj komunikaciji proizvod nije samo skup fizičkih svojstava. On je osnova komunikacije sa svojim karakteristikama kao što su pakiranje, dizajn, marka, boja, oblik, materijal, označavanje itd. Kupnjom određenog proizvoda kupac izražava svoje želje, preferencije pa i svoj osobni stil. Temeljni alat za efikasnu marketinšku komunikaciju jesu njegove promocijske aktivnosti koje se dijele na primarne i sekundarne. U primarne se ubrajaju oglašavanje, unapređivanje prodaje, osobna prodaja, odnosi s javnošću te publicitet, dok su sekundarne tj. granične promotivne aktivnosti: dizajn, ambalaža, usluge potrošačima te propaganda „od usta do usta“. Navedene promocijske aktivnosti predmet su istraživanja ovog diplomskog rada. Spomenute promocijske aktivnosti iskazane su u praksi na primjeru poznatog poduzeća Kandit iz Osijeka koji je dio Mepas grupe. Temeljem teorijskog i praktičnog dijela došlo se do zaključka kako marketinška komunikacija i njene aktivnosti imaju ključnu ulogu u suvremenom poslovanju te da se ulaganje u marketing, s ekonomskog aspekta, višestruko vraća. Poduzeća koja razumiju koncepciju marketinga i ulažu u njega u poziciji su prepoznati nove trendove, želje i potrebe kupaca te si time osiguravaju prepoznatljiv imidž i dugoročan opstanak na tržištu. Less
Abstract (english)
The basic motive for writing a graduate thesis on this topic was to point out the importance of marketing communications and its promotional activities in contemporary business characterized by high competition and increasingly demanding consumers who want a little more specific value for each product they buy. Consumers today want to be referred to every detail of the product; its production, the way of production, the ethics of the seller and so on, and that is why marketing... More communication gains ever greater significance. In marketing communication, the product is not just a set of physical properties. It is the basis of communication with its characteristics such as packaging, design, mark, color, shape, material, marking, etc. By purchasing a particular product the customer expresses his / her wishes, preferences and personal style. The basic tools for effective marketing communication are its promotional activities that are divided into primary and secondary. Advertising, sales promotion, personal sales, public relations and publicity are the primary ones, while secondary promotional activities are: design, packaging, consumer services and "mouth to mouth" propaganda. These promotional activities are the subject of this graduate thesis. In the fourth part of the promotional activities mentioned, they are presented in practice on the example of the well-known Kandit company from Osijek that is part of the Mepas group. Based on the theoretical and practical part, it was concluded that marketing communications and its activities have a key role in modern business and that investment in marketing, from an economic point of view, is multipurpose. Companies that understand the concept of marketing and invest in it are in position to recognize new trends, wishes and needs of customers, thus securing a recognizable image and long-term survival in the market. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:820936
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 on2018-01-08 11:31:48
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