Marketinška komunikacija u suvremenom poslovanju

master's thesis

• Author: Ana Kvesić
• Mentor: Mario Plenković (mentor)
• Committee member: Ivan Budimir (član povjerenstva)
• Committee member: Mario Plenković (član povjerenstva)
• Committee member: Antun Koren (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2012-10-05, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

Za marketing kažemo da je to sveobuhvatni proces koji u sebi sadrži cjelokupni poslovni proces i zato ga možemo smatrati zasebnom funkcijom. Međutim, kad marketingu pridodamo i komunikaciju, dobijemo proces prenošenja informacija, ideja i emocija od pošiljatelja do primatelja putem medija sa svrhom postizanja efekta. Zahtjev potrošača je sve veći, što je uvjetovalo jačanje marketinške komunikacije. U ovom diplomskom radu su obrađena temeljna obilježja i oblici marketinške komunikacije, te općenito uloga marketinške komunikacije u poslovnom svijetu. U ovom diplomskom radu analizirano je ponašanja potrošača, u našem slučaju gostiju kampa Šimuni, te na temelju provedene ankete odredili smo koliko je zapravo marketing bitan u našem slučaju. Također smo proveli anketu da vidimo koji medij je danas najdostupniji i koji medij ispitanici smatraju najboljim za oglašavanje. Dobili smo rezultate da je Internet najaktivniji medij među ispitanicima i da ga oni smatraju najboljim za oglašavanje.

Abstract (english)

We can say that marketing is a comprehensive process that incorporates the entire business process, and therefore it can be considered a separate function. However, when we add marketing and communication, we get the process of transmitting information, ideas and emotions of the sender to the receiver through the media in order to achieve the effect. Request of the consumer is increasing, which caused a strengthening of marketing communications. This thesis will cover the basic features and forms of marketing communications, and in general the role of marketing communications in buissnes world. Critical to this thesis was to analyze consumer behavior, in our case Camping Village Simuni guests, and on the basis of the survey will determine how much is actually marketing is crucial in our case. We will also conduct a survey to see which medium is most readily available today, and that respondents considered the best medium for advertising. We got the results that the Internet is the medium most active among the respondents and that they considered it best to advertise.

• Keywords: Komunikologija; marketing; pošiljatelj; primatelj; poruka; medij
• Keywords (english): Communication; Marketing; Sender; Recipient; Message; Medium
• Language: croatian
• URN:NBN: urn:nbn:hr:216:182752
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 19:53:36