Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača

Tumpak, Ivana

prikaz prve stranice dokumenta Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača

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master's thesis

Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača

Zagreb: University of Zagreb, Faculty of Economics and Business, 2016. urn:nbn:hr:148:374402

Tumpak, Ivana

University of Zagreb
Faculty of Economics and Business

Cite this document

APA 6th Edition

Tumpak, I. (2016). Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:374402

MLA 8th Edition

Tumpak, Ivana. "Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2016. https://urn.nsk.hr/urn:nbn:hr:148:374402

Chicago 17th Edition

Harvard

Tumpak, I. (2016). 'Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 24 April 2024, https://urn.nsk.hr/urn:nbn:hr:148:374402

Vancouver

Tumpak I. Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2016 [cited 2024 April 24] Available at: https://urn.nsk.hr/urn:nbn:hr:148:374402

IEEE

I. Tumpak, "Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:148:374402

Cite this item: https://urn.nsk.hr/urn:nbn:hr:148:374402

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Metadata

Title	Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača
Title (english)	Finding the capital form of intergrated marketing communication in retail
Author	Ivana Tumpak
Mentor	Dario Dunković (mentor)
Committee member	Sanda Renko (predsjednik povjerenstva)
Committee member	Ana Tkalac Verčič (član povjerenstva)
Granter	University of Zagreb Faculty of Economics and Business Zagreb
Defense date and country	2016-07-07, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract	Društvene promjene te ubrzan razvoj novih tehnologija potaknula je potrebu za stvaranjem integrirane marketinške komunikacije maloprodavača. Samo oslanjanje na jednom obliku komunikacije često ne dovodi do željenih rezultata. Korištenjem integrirane marketinške komunikacije maloprodavači mogu preciznije utjecati na želje i potrebe kupaca. Profitabilnost maloprodavača povezana je s komunikacijom, odnosno potrebno je utvrditi koji su oblici komunikacije prihvatljivi s aspekta troškova, a da su istovremeno djelotvorniji od drugih. Empirijski se istražuju sklonosti kupaca o tome kako pojedini oblik utječe na njihovo privlačenje i stvaranje lojalnosti. Cilj je pronaći najpovoljniji oblik integrirane marketinške komunikacije između više mogućih oblika te utvrditi kako kupci reagiraju na određene oblike, što utječe na stvaranje dugoročnog odnosa s kupcima te na izgradnju marke maloprodavača.
Abstract (english)	Social changes and rapid development of new technologies stimulated the need to create retailers integrated marketing communication. Only relying on one form of communication often does not lead to the desired results. By using integrated marketing communication retailers can more accurately influence on customers wishes and needs. The profitability of retailers is associated with communication, and it is necessary to determine which forms of communications are acceptable in terms of costs, as well as being more effective than others. It is being empirically explored customers preferences on how particular form affects their attraction and creation of loyality. The goal is to fint the most convenient form of integrated marketing communication among multiple types and determine how customers react to certain forms, which affects on creating a long-term customers relationships and to build retailers brand.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:148:374402
Study programme	Title: Business Economics Study programme type: university Study level: graduate Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Access restricted to students and staff of home institution
Terms of use
Repository	REPEFZG
Created on	2016-11-17 12:41:25

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