prikaz prve stranice dokumenta PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA
  Download
PDF 1.38 MB
undergraduate thesis
PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA
Završni rad
2023. urn:nbn:hr:145:504249
Ezgeta, Ivona
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Ezgeta, I. (2023). PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:504249

Ezgeta, Ivona. "PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:504249

Ezgeta, Ivona. "PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:504249

Ezgeta, I. (2023). 'PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 18 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:504249

Ezgeta I. PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 March 18] Available at: https://urn.nsk.hr/urn:nbn:hr:145:504249

I. Ezgeta, "PRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:504249

Please login to the repository to save this object to your list.
Metadata
TitlePRIMJENA ODRŽIVOG MARKETINGA NA PRIMJERU ADIDASA : Završni rad
Title (english)IMPLEMENTING SUSTAINABLE MARKETING ON EXAMPLE OF ADIDAS : Final paper
AuthorIvona Ezgeta
MentorMarija Ham (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet kojim se bavi ovaj završni rad je održivi marketing te važnost njegove primjene u uvjetima poslovanja koje nameće današnjica. Prikazat će se način na koji poduzeća, u ovom slučaju Adidas, pristupaju održivosti i primjenjuju strategije održivog marketinga. Cilj je, na osnovu dostupnih sekundarnih podataka objasniti širi pojam održivosti, zatim definirati održivi marketing, a sve to na kraju razraditi na primjeru tvrtke koja uvažava načela održivog poslovanja. Održivi marketing za... More razliku od klasične marketinške koncepcije, uvažava osim ekonomskih čimbenika i ekološke te društvene utjecaje. Više nije naglasak na kratkoročnom ostvarivanju profita kroz transakcije, nego na dugoročnom uspostavljanju odnosa s potrošačima i harmonije s okolišem. Prelazak s klasične marketinške poslovne prakse, na onu održivu zahtijeva mnoštvo prilagodbi. Održivi marketing, iako još u svojem usponu, ima dominantnu ulogu u promicanju održivosti i razvoja svijesti kod javnosti o važnosti implementacije ekološkog i društvenog aspekta u procesu poslovanja tvrtke. Održiva poslovna praksa postaje sve nužnija i od strane potrošača sve traženija. Poduzeća koja su uvidjela nužnost uvođenja održivih marketinških strategija u svoje poslovanje i koje temelje svoje poslovanje na istima pridonose kako zajednici, tako i svojoj vidljivosti i prihvaćanju na tržištu. Adidas je tvrtka koja posluje uvažavajući temeljna načela na kojima počiva koncept održivosti. Priča tvrtke, kao i razvoj održive proizvodnje i ekološki osviještenog ponašanja kroz godine se nadopunjuje i razvija prema sve većim ciljevima i širim aspektima istih. Svoje održive ciljeve ova tvrtka započinje od ljudi i brige o planetu pa sve do širih dimenzija gledajući u budućnost, kao što je vizija da žele biti klimatski neutralna tvrtka do 2050. godine. Sa svojim kampanjama vezanim uz održivost, Adidas podiže svoj glas i nastoji malim, ali sigurnim koracima napraviti promjene. Less
Abstract (english)
The subject of this final paper is sustainable marketing and the importance of its application in the business conditions imposed by nowadays. The way in which companies, in this case Adidas, approach sustainability and apply sustainable marketing strategies will be presented. The goal, based on the available secondary data, is to explain the broader concept of sustainability, then to define sustainable marketing and finally to elaborate everything that is mentioned before on the... More example of a company that respects the principles of sustainable business. Sustainable marketing, unlike the traditional marketing concept, takes into account except economic factors also environmental and social impacts. The emphasis is no longer on the short-term realization of profit through transactions, but on the long-term establishment of relations with consumers and harmony with the environment. The transition from a traditional marketing business practice to a sustainable one requires many adjustments. Sustainable marketing, although still in its rise, plays a dominant role in promoting sustainability and developing public awareness of the importance of implementing environmental and social aspects in the business process. Sustainable business practices are becoming more and more necessary and demanded by consumers. Companies that have realized the necessity of introducing sustainable marketing strategies in their business and that base their business on them contribute both to the community and to their visibility and acceptance in the market. Adidas is a company that operates respecting the fundamental principles underlying the concept of sustainability. The story of the company, as well as the development of sustainable production and ecologically conscious behavior is from year to year supplemented and developed towards ever greater goals and wider aspects of them. The company starts its sustainable goals from people and caring for the planet all the way to broader dimensions looking into the future, such as the vision that they want to be a climate-neutral company by 2050. With its campaigns related to sustainability, Adidas raises its voice and tries to make changes in small but sure steps. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:504249
Study programmeTitle: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-27 11:20:24
accessibility

closeAccessibilityrefresh

If you wish to permanently save changes, click on Save, if not - your settings will be reset when you restart the browser.