Access restricted to higher education institution's students and staff
master's thesis
COMMUNICATION AND CONSUMER BEHAVIOR

Petar Gulin
Metadata
TitleMARKETINŠKO KOMUNICIRANJE I PONAŠANJE POTROŠAČA
AuthorPetar Gulin
Mentor(s)Jelena Šišara (thesis advisor)
AbstractMarketinška 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.
Keywordsconsumer communication advertising promotion consumer behavior image deciding to purchase
Parallel title (English)COMMUNICATION AND CONSUMER BEHAVIOR
Committee MembersJasmina Sladoljev
Ana Perišić
Jelena Šišara
GranterVeleučilište u Šibeniku
Lower level organizational unitsMenadžment
PlaceŠibenik
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelspecialist graduate
Study programmeManagement
Academic title abbreviationSruč.spec.oec.
Genremaster's thesis
Language Croatian
Defense date2015-09-10
Parallel 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.
Parallel keywords (Croatian)komuniciranje potrošača oglašavanje promocija ponašanje potrošača imidž odlučivanje u kupnji
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://creativecommons.org/licenses/by-nc-nd/3.0/hr/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:143:965202
CommitterNives Paškov Milošević