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master's thesis
MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA
2015. urn:nbn:hr:143:965202
Gulin, Petar
Polytechnic of Sibenik
Management

Cite this document

Gulin, P. (2015). MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA (Master's thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:143:965202

Gulin, Petar. "MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA." Master's thesis, Polytechnic of Sibenik, 2015. https://urn.nsk.hr/urn:nbn:hr:143:965202

Gulin, Petar. "MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA." Master's thesis, Polytechnic of Sibenik, 2015. https://urn.nsk.hr/urn:nbn:hr:143:965202

Gulin, P. (2015). 'MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA', Master's thesis, Polytechnic of Sibenik, accessed 21 September 2020, https://urn.nsk.hr/urn:nbn:hr:143:965202

Gulin P. MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA [Master's thesis]. Šibenik: Polytechnic of Sibenik; 2015 [cited 2020 September 21] Available at: https://urn.nsk.hr/urn:nbn:hr:143:965202

P. Gulin, "MARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA", Master's thesis, Polytechnic of Sibenik, Šibenik, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:143:965202

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Metadata
TitleMARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA
Title (english)COMMUNICATION AND CONSUMER BEHAVIOR
AuthorPetar Gulin
MentorJelena Šišara (mentor)
Committee memberJasmina Sladoljev
Committee memberAna Perišić
Committee memberJelena Šišara
GranterPolytechnic of Sibenik
(Management)
Šibenik
Defense date and country2015-09-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinška komunikacija danas ima veliki značaj za svaku tvrtku. Cilj je marketinške komunikacije uz pomoć različitih aktivnosti marketinške komunikacije (oglašavanje, unapređenje prodaje, osobna prodaja, odnosi s javnošću, publicitet, direktni marketing i Internet marketing) informirati, uvjeriti i potaknuti potencijalnog kupca na kupnju. Stoga je marketinšku komunikaciju potrebno prilagođavati ciljanoj grupi kupaca. Jedan od glavnih ciljeva marketinške komunikacije bi trebao biti stvaranje što više lojalnih kupaca. To su kupci koji su zadovoljni uslugom i od kojih prodavač ima višestruke koristi (ponovno vraćanje, preporuka, dobre ocjene na internetu). U radu se stoga obrađuju glavne aktivnosti marketinške komunikacije s naglaskom na ponašanje potrošača, te se prikazuje primjer RedBulla koji koristeći inovativne tehnike marketinške komunikacije nastoji uspostaviti lojalne i dugotrajne veze sa svojim potrošačima.
Abstract (english)
Today marketing communication is very important for any business. The goal of marketing communications through various activities of marketing communications (advertising, sales promotion, personal selling, public relations, publicity, direct marketing and Internet marketing) is informing, persuading and encouraging potential buyers to purchase. Therefore, it is necessary to adjust your marketing communication to the target group of customers. One of the main objectives of marketing communications should also be making more loyal customers. Those are customers who are satisfied with the service and of which salesman has multiple benefits (returning, recommendations, good grades on the Internet). The paper, therefore, deal with the main activities of marketing communications with a focus on consumer behavior, and shows an example of RedBull that using innovative techniques of marketing communication seeks to establish a fair and lasting relationships with their customers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:143:965202
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-02-02 13:25:09