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master's thesis
PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU
2024. urn:nbn:hr:143:879228
Rozić, Antonio
Šibenik University of Applied Sciences
Management

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Rozić, A. (2024). PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU (Master's thesis). Šibenik: Šibenik University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:879228

Rozić, Antonio. "PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU." Master's thesis, Šibenik University of Applied Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:143:879228

Rozić, Antonio. "PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU." Master's thesis, Šibenik University of Applied Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:143:879228

Rozić, A. (2024). 'PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU', Master's thesis, Šibenik University of Applied Sciences, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:143:879228

Rozić A. PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU [Master's thesis]. Šibenik: Šibenik University of Applied Sciences; 2024 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:143:879228

A. Rozić, "PROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU", Master's thesis, Šibenik University of Applied Sciences, Šibenik, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:143:879228

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Metadata
TitlePROCES MARKETINŠKOG PLANIRANJA U PODUZEĆU
Title (english)THE PROCESS OF MARKETING PLANNING IN A COMPANY
AuthorAntonio Rozić
MentorJelena Šišara (mentor)
Committee memberAnita Grubišić (predsjednik povjerenstva)
Committee memberŽeljko Deković (član povjerenstva)
Committee memberJelena Šišara (član povjerenstva)
GranterŠibenik University of Applied Sciences
(Management)
Šibenik
Defense date and country2024-11-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U ovom radu prikazana je važnost marketinškog planiranja u poduzeću. Poseban naglasak u radu je na mikro i malim poduzećima zbog velike učestalosti i njihove specifične uloge u Hrvatskom gospodarstvu. Također, u svrhu utvrđivanja upoznatosti poduzetnika s marketingom i marketinškim planiranjem, provedeno je empirijsko istraživanje na uzorku mikro i malih poduzeća na području Šibensko-kninske županije. Rezultati provedenog istraživanja pokazuju da je razina upoznatosti s marketingom kod poduzetnika različita, odnosno pokazuje da iako postoji svijest o važnosti marketinga, većina poduzeća nema formalno izrađene marketinške planove, što može predstavljati prepreku za dugoročni rast i održivost na tržištu.
Abstract (english)
This paper shows the importance of marketing planning in the company. Special emphasis in the work is on micro and small enterprises due to their high frequency and their specific role in the Croatian economy. Also, in order to determine the familiarity of entrepreneurs with marketing and marketing planning, empirical research was conducted on a sample of micro and small businesses in the area of Šibenik-Knin County. The results of the conducted research show that the level of familiarity with marketing among entrepreneurs is different, i.e. it shows that although there is an awareness of the importance of marketing, most companies do not have formal marketing plans, which can be an obstacle to long-term growth and sustainability in the market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:879228
Study programmeTitle: Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta (stručni/a specijalist/specijalistica menadžmenta)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-11-27 13:26:12