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master's thesis
Marketing usmjeren prema ženama kao ciljnoj skupini
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. urn:nbn:hr:251:759543
Gerić, Ana-Marija
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Institutional repository: Repository of the Academy of Arts and Culture in Osijek

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Gerić, A. M. (2023). Marketing usmjeren prema ženama kao ciljnoj skupini (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:759543

Gerić, Ana Marija. "Marketing usmjeren prema ženama kao ciljnoj skupini." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:759543

Gerić, Ana Marija. "Marketing usmjeren prema ženama kao ciljnoj skupini." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:759543

Gerić, A. M. (2023). 'Marketing usmjeren prema ženama kao ciljnoj skupini', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 17 February 2025, https://urn.nsk.hr/urn:nbn:hr:251:759543

Gerić AM. Marketing usmjeren prema ženama kao ciljnoj skupini [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2023 [cited 2025 February 17] Available at: https://urn.nsk.hr/urn:nbn:hr:251:759543

A. M. Gerić, "Marketing usmjeren prema ženama kao ciljnoj skupini", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:251:759543

Metadata
TitleMarketing usmjeren prema ženama kao ciljnoj skupini
Title (english)Marketing aimed at women as a target audience
AuthorAna-Marija Gerić
MentorIva Buljubašić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberMarina Đukić (predsjednik povjerenstva)
Committee memberToni Podmanicki (član povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberSnježana Barić-Šelmić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2023-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
U fokusu ovoga rada je marketing usmjeren prema ženama, odnosno žene kao ciljana skupina. Cilj marketinga je poticanje potrošača na kupnju čime potrošač sudjeluje u utrvđivanju potreba i želja te naposljetku definiranju i plasmanu proizvoda. Kada je riječ o marketingu današnjice, neizbježno je spomenuti digitalni marketing, ponajprije kada je riječ o targetiranju određenog tržišta. Digitalni marketing je nekonvencionalni oblik marketinga u kojem se oglašava preko digitalnih kanala kao što su web-stranice, društveni mediji, tražilice itd. No kako bi se osmislila kvalitetna marketinška kampanja, najbitnije je odrediti svoju ciljanu skupinu. Koliko god proizvod bio dobar, neće se prodati bez da se prodaje pravom tržištu. Ciljani marketing određivanje cijena, distribuciju proizvoida i promociju čini ujedno i lakšom i isplativijom. U literaturi o marketingu najčešće se spominje kako i muškarci i žene preferiraju oglase koji su osmišljeni prema njihovim specifičnim potrebama ili društvenim ulogama. Cilj istraživanja je saznati stavove žena o marketinškim kampanjama i oglasima koji su njima usmjereni. Svrha rada je pružanje uvida u mišljenja ispitanica i njihove stavove o marketinškim kampanjama usmjerenim njima i o proizvodima koji im se preporučaju.
Abstract (english)
In the focus of this work, marketing is aimed at women, that is, women as a target group. The goal of marketing is to encourage the consumer to buy, by which the consumer participates in determining the needs and desires and finally defining and placing the product. When it comes to marketing today, it is inevitable to mention digital marketing, especially when it comes to targeting a specific market. Digital marketing is an unconventional form of marketing in which advertising is done through digital channels such as websites, social media, search engines, etc. However, in order to design a quality marketing campaign, the most important thing is to determine your target group. No matter how good a product is, it won't sell without being sold to the right market. Targeted marketing makes pricing, product distribution and promotion both easier and more profitable. In the marketing literature, it is often mentioned that both men and women prefer ads that are designed according to their specific needs or social roles. The goal of the research is to find out women's attitudes towards marketing campaigns and advertisements aimed at them. The purpose of the paper is to provide an insight into the opinions of the respondents and their views on marketing campaigns aimed at them and products that are recommended to them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:759543
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-17 10:34:03