Marketing povezan s općom dobrobiti

Butković, Petra

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undergraduate thesis

Marketing povezan s općom dobrobiti

Gospić: Polytechnic Nikola Tesla in Gospić, 2016. urn:nbn:hr:107:630706

Butković, Petra

Polytechnic Nikola Tesla in Gospić
Business department

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APA 6th Edition

Butković, P. (2016). Marketing povezan s općom dobrobiti (Undergraduate thesis). Gospić: Polytechnic Nikola Tesla in Gospić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:107:630706

MLA 8th Edition

Butković, Petra. "Marketing povezan s općom dobrobiti." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2016. https://urn.nsk.hr/urn:nbn:hr:107:630706

Chicago 17th Edition

Butković, Petra. "Marketing povezan s općom dobrobiti." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2016. https://urn.nsk.hr/urn:nbn:hr:107:630706

Harvard

Butković, P. (2016). 'Marketing povezan s općom dobrobiti', Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, accessed 13 May 2024, https://urn.nsk.hr/urn:nbn:hr:107:630706

Vancouver

Butković P. Marketing povezan s općom dobrobiti [Undergraduate thesis]. Gospić: Polytechnic Nikola Tesla in Gospić; 2016 [cited 2024 May 13] Available at: https://urn.nsk.hr/urn:nbn:hr:107:630706

IEEE

P. Butković, "Marketing povezan s općom dobrobiti", Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, Gospić, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:107:630706

Cite this item: https://urn.nsk.hr/urn:nbn:hr:107:630706

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Metadata

Title	Marketing povezan s općom dobrobiti
Title (english)	Cause Related Marketing
Author	Petra Butković
Mentor	Ivana Tonković-Pražić (mentor)
Committee member	Ivana Arbanas (predsjednik povjerenstva)
Committee member	Marija Baburić Vranešić (član povjerenstva)
Committee member	Ivana Tonković-Pražić (član povjerenstva)
Granter	Polytechnic Nikola Tesla in Gospić (Business department) Gospić
Defense date and country	2016-07-21, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract	Marketing povezan s općom dobrobitije jedan od oblika društveno odgovornog poslovanja kojim poduzeća i organizacije nastoje zadovoljiti svakodnevne izazove s kojima se susreću u poslovanju. Primjena koncepcije opće dobrobiti u marketingu sve je ĉešća poslovna praksa mnogih poduzeća koja pridonosi zajednici i ostvaruje korist svim ukljuĉenim stranama (poduzećima, potrošaĉima i neprofitnim organizacijama). U radu se raspravlja o ulozi marketinga povezanog s općom dobrobiti kao kvalitetnoj znaĉajci marketinga koji je ĉesto kritiziran zbog visokih cijena, dovoĊenja potrošaĉa u zabludu i sl. Pred poduzećima se nalaze brojni izazovi prema kojima poslovanje mora biti uspješno ali se mora voditi briga i o zajednici. Upravo se iz tih razloga razvio i marketing opće dobrobiti koji donosi korist poduzeću i društvu.
Abstract (english)	Cause related marketing is a form of corporate social responsibility used by companies and organizations in order to meet their everyday business challenges. An increasing number of companies is adopting cause related marketing as their business practice; whichcontributes to the community and provides benefits for all parties involved (companies, consumers and non-profit organizations). This paper is concerned with the role of cause related marketing as a quality feature of marketing that is often criticized for its high prices, its feature of misleading consumers etc. Nowadays, companies not only have many challenges to accomplish, but at the same time they are expected to take care of the community. Cause related marketing, that benefits both the company and society, is a result of the aforementioned reasons.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:107:630706
Study programme	Title: Economics of entrepreneurship Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Polytechnic Nikola Tesla in Gospić
Created on	2018-04-17 08:32:49

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