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master's thesis
ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA
Diplomski rad
2021. urn:nbn:hr:145:028429
Jozanović, Bruno
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Jozanović, B. (2021). ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : 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:145:028429

Jozanović, Bruno. "ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:028429

Jozanović, Bruno. "ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:028429

Jozanović, B. (2021). 'ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 24 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:028429

Jozanović B. ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2025 January 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:028429

B. Jozanović, "ETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:028429

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Metadata
TitleETIKA U MARKETINGU STUDIJA SLUČAJA ZAGREBAČKA PIVOVARA : Diplomski rad
Title (english)ETHICS IN MARKETING ZAGREB BREWERY CASE STUDY : Graduate paper
AuthorBruno Jozanović
MentorMirna Leko Šimić (mentor)
Committee memberĐula Borozan (predsjednik povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
Committee memberMarija Ham (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2021-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Etika kao znanost bavi se proučavanjem ljudskog ponašanja i karaktera koja potom definira kao moralno dobra ili loša temeljem prethodno određenih načela i vrijednosti. Isto tako je i u marketinškoj etici gdje se umjesto ljudskog ponašanja i karaktera, proučavaju sve poslovne odluke, postupci i aktivnosti koje u ime tvrtke donose marketinški stručnjaci na području tržišnih komunikacija a s ciljem promoviranja proizvoda i usluga prema javnosti i krajnjim potrošačima. Prema tome, prilikom obavljanja svakodnevnog posla, smatra se kako bi marketinški stručnjaci trebali slijediti „zlatno pravilo“, a to je da se ponašaju na onaj način kako bi voljeli da se i drugi ponašaju prema njima, te da svojim djelovanjem donose najviše dobra i koristi za zajednicu u kojoj djeluju. Predmet ovog diplomskog rada je analiza etike u marketinškim aktivnostima Zagrebačke pivovare, odnosno njezinog najsnažnijeg brenda – Ožujskog piva. U radu su predstavljene i analizirane pojedine marketinške kampanje Ožujskog piva, među kojima su „Počeši se s razlogom“, „Ostajemo di smo“, „Čuvaj, pazi, ne bacaj“ kojima se željelo ustanoviti koje temeljne vrijednosti Zagrebačka pivovara propagira, te poštuje li i primjenjuje li etička načela i kodeks koji zagovara u svojim marketinškim aktivnostima.
Abstract (english)
Ethics as a science deals with the study of human behavior and character which defines as morally good or bad based on predetermined principles and values. It is the same in marketing ethics where are instead of human behavior and character studied all business decisions, procedures and activities made by marketing experts. Therefore, when performing daily work, it is considered that marketing professionals should follow the "golden rule", which is to behave in a way that they would like others to treat them, and that their actions bring the best good and benefits to the community in which they work. The subject of this master thesis is the analysis of ethics in the marketing activities of Zagreb's brewery and its strongest brand – Ožujsko beer. The paper presents and analyzes some marketing campaigns of Ožujsko beer which sought to establish which fundamental values of Zagreb's brewery propagate, and whether it respects whether it applies the ethical principles and code it advocates in its marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:028429
Study programmeTitle: ECONOMIC POLICY AND REGIONAL DEVELOPMENT
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 on2022-05-03 09:10:59