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master's thesis
Analiza gerilskog marketinga tvrtke Kraš d.d.
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2017. urn:nbn:hr:145:416586
Stamenković, Marija
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Institutional repository: EFOS REPOSITORY

Cite this document

Stamenković, M. (2017). Analiza gerilskog marketinga tvrtke Kraš d.d. (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:416586

Stamenković, Marija. "Analiza gerilskog marketinga tvrtke Kraš d.d.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:416586

Stamenković, Marija. "Analiza gerilskog marketinga tvrtke Kraš d.d.." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:416586

Stamenković, M. (2017). 'Analiza gerilskog marketinga tvrtke Kraš d.d.', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:416586

Stamenković M. Analiza gerilskog marketinga tvrtke Kraš d.d. [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:416586

M. Stamenković, "Analiza gerilskog marketinga tvrtke Kraš d.d.", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:416586

Metadata
TitleAnaliza gerilskog marketinga tvrtke Kraš d.d.
Title (english)ANALYSIS OF GUERRILLA MARKETING OF COMPANY KRAŠ LTD.
AuthorMarija Stamenković
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranimir Marković (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2017-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Globalizacijom te razvojem tehnologije i interneta razvija se i oglašavanje. Drugim riječima, javljaju se novi trendovi u oglašavanju. Jedan od novih trendova u oglašavanju je i gerilski marketing koji predstavlja nove, nekonvencionalne i netradicionalne načine oglašavanja proizvoda, odnosno usluga. Gerilski marketing se po svim svojim karakteristikama značajno razlikuje od tradicionalnih metoda oglašavanja te ima različite prednosti, ali i nedostatke. Međutim, zbog mnogih prednosti, nedostaci gerilskog marketinga su gotovo pa zanemarivi. Danas su mnoge tvrtke uvidjele prednosti gerilskog marketinga te su ga počele i koristiti i to ne samo tvrtke u svijetu, već i tvrtke u Republici Hrvatskoj. Kako se gerilski marketing razvijao, tako su se razvile i njegove vrste. Neke od vrsta gerilskog marketinga su marketing na društvenim mrežama, viralni marketing, ambient i presence marketing, grassroots marketing, flyposting marketing, buzz marketing, astroturfing marketing i marketing iskustva. Unutar ovog diplomskog rada objasnit će se teoretski aspekt gerilskog marketinga, koji će obuhvatiti pojam i karakteristike istoga, njegovu razliku u odnosu na tradicionalni marketing, njegove vrste te prednosti i nedostatci. Nakon toga će uslijediti praktični dio diplomskog rada u kojem će se analizirati gerilski marketing na primjeru tvrtke Kraš d.d.
Abstract (english)
Globalization and development of technology and the Internet had an affect on advertising development. In other words, there are new trends in advertising. One of the new trends in advertising is guerrilla marketing that represents new, unconventional and untraditional ways of advertising products or services. Guerrilla marketing is distinct from all of traditional marketing types and has various advantages and disadvantages. However, due to the many advantages, disadvantages of guerrilla marketing are almost indelible. Today, many companies have recognized the advantages of guerrilla marketing and have begun to use it, not just companies in the world, but also the companies int he Republic of Croatia. As guerrilla marketing developed, so did its types. Some of the types of guerrilla marketing are social network marketing, viral marketing, ambient and presence marketing, grassroots marketing, flyposting marketing, buzz marketing, astroturfing marketing and marketing of experience. Within this graduate thesis, the theoretical aspect of guerrilla marketing will be explained, which wil include the notion and characteristics, its distinction in relation to traditional marketing, its types and the advantages and disadvantages. After that, guerrilla marketing will be analyzed on the example of the company Kraš Ltd.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:416586
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-10-27 08:28:22