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master's thesis
MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI
Diplomski rad
2023. urn:nbn:hr:145:967571
Mrđenović, Miroslav
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Mrđenović, M. (2023). MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : 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:145:967571

Mrđenović, Miroslav. "MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:967571

Mrđenović, Miroslav. "MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:967571

Mrđenović, M. (2023). 'MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 17 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:967571

Mrđenović M. MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2025 March 17] Available at: https://urn.nsk.hr/urn:nbn:hr:145:967571

M. Mrđenović, "MARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : Diplomski rad", Master's 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:145:967571

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Metadata
TitleMARKETINŠKE AKTIVNOSTI U VINSKOJ INDUSTRIJI : Diplomski rad
Title (english)MARKETING ACTIVITIES IN THE WINE INDUSTRY : Graduate paper
AuthorMiroslav Mrđenović
MentorZdravko Tolušić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberZdravko Tolušić (član povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U dinamičnome i konkurentnome okruženju suvremene vinske industrije, marketinške aktivnosti imaju ključan i nezamjenjiv značaj za uspjeh vinara. Sposobnost vinara da učinkovito komuniciraju s potrošačima, izgrade prepoznatljive brandove i stvore vrijednost za svoje proizvode izravno utječu na njihov položaj na globalnoj vinskoj sceni. Ova duboko ukorijenjena veza između marketinga i vinarstva omogućava vinima ne samo da prežive, već i da napreduju u konkurentskome tržišnom okruženju. U... More posljednjim desetljećima vinarska industrija Hrvatske doživjela je značajne promjene i modernizaciju pri čemu se posebna pažnja posvećuje kvaliteti i inovacijama u proizvodnji vina. U ovome kontekstu, marketinške strategije i aktivnosti postale su ključna komponenta ovoga transformacijskog procesa. One omogućuju hrvatskim vinarima da se istaknu na domaćem i međunarodnom tržištu, privuku pozornost potrošača i stvore trajnu povezanost s njima. Marketinške aktivnosti u vinskoj industriji Hrvatske imaju ključnu ulogu u promociji i stvaranju prepoznatljivosti domaćih vinskih brandova. Proizvođači vina usmjeravaju se na izgradnju snažnih brandova koji odražavaju autentičnost i kvalitetu njihovih vina. Pojačana pažnja posvećuje se dizajnu etiketa i ambalaže koje privlače pozornost kupaca. Hrvatska eno-turistička ponuda raste i privlači brojne posjetitelje. Vinarije nude ture, degustacije i druge doživljaje, čime stvaraju emocionalnu vezu između potrošača i vinskoga proizvoda. Vinari često sudjeluju na nacionalnim i međunarodnim sajmovima vina kako bi promovirali svoje proizvode i stekli međunarodnu prepoznatljivost. Hrvatska ima bogatu vinsku tradiciju i raznolikost sorti te marketinške strategije usmjerene na očuvanje i širenje toga nasljeđa. Less
Abstract (english)
In the dynamic and competitive environment of the contemporary wine industry, marketing activities have a key and irreplaceable importance for the success of winemakers. The winemaker's ability to effectively communicate with consumers, build a recognizable brand, and create value for their products directly relates to their position on the global wine scene. This deep-rooted connection between marketing and winemaking enables wines not only to survive but to thrive in a competitive... More market environment. In recent decades, the Croatian wine industry has undergone significant changes and modernization, whereby special attention is paid to quality and innovations in wine production. In this context, marketing strategies and activities have become a key component of this transformation process. They enable Croatian winemakers to stand out in the domestic and international markets, attract the attention of consumers, and create a lasting connection with them. The Croatian wine-growing region abounds in diverse autochthonous grape varieties such as Graševina, Plavac mali, Malvasia, Terana, and many others. These varieties bring with them unique characteristics that are reflected in the wealth of wine profiles. Through marketing activities, winemakers have the opportunity to explore ways to highlight these specific attributes and convey the story of each wine. This process, which involves connecting with tradition, geographical characteristics, family values , and passion for viticulture, ensures the creation of a deep emotional connection with consumers. Marketing strategies allow wines to stand out not only through wine production but also through the creation of emotional connections and stories that connect consumers to the products. Recognizable brands resulting from this process become ambassadors of quality, authenticity, and Croatian wine culture. Thus, winemakers position themselves as bearers of wine heritage but at the same time as creators of innovation, contributing not only to the wine industry but also to tourism and the country's cultural heritage. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:967571
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 on2023-12-06 17:59:15
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