prikaz prve stranice dokumenta Analiza marketinških kampanja
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master's thesis
Analiza marketinških kampanja
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2018. urn:nbn:hr:145:942106
Martinović, Mario
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Martinović, M. (2018). Analiza marketinških kampanja (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:145:942106

Martinović, Mario. "Analiza marketinških kampanja." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:942106

Martinović, Mario. "Analiza marketinških kampanja." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:942106

Martinović, M. (2018). 'Analiza marketinških kampanja', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:942106

Martinović M. Analiza marketinških kampanja [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:145:942106

M. Martinović, "Analiza marketinških kampanja", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:942106

Metadata
TitleAnaliza marketinških kampanja
Title (english)ANALYSIS OF MARKETING CAMPAIGNS
AuthorMario Martinović
MentorAntun Biloš (mentor)
Committee memberAntun Biloš (predsjednik povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2018-01-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U današnje vrijeme nezamislivo je donositi adekvatne poslovne odluke bez analize trenutne situacije te budućeg utjecaja današnjih odluka. Upravo takve analize pružaju menadžmentu poduzeća čitav niz informacija. Suvremeni marketinški pristup uvelike se razlikuje od onoga u prošlosti, a poduzeća više ne mogu gledati samo da na tržištu nude proizvode koji su za njih troškovno isplativiji, već moraju nuditi one proizvode i usluge koje zadovoljavaju potrebe i želje potrošača. Dodatno, porast konkurencije stvara pritisak na poduzeća jer ona moraju odgovoriti na sve brojnije izazove netradicionalnim i inovativnim rješenjima. U današnje vrijeme na tržištu gotovo da i nema proizvoda koji se ne može zamijeniti s nekim drugim zamjenskim proizvodom, a jačina industrijskog suparništva u većini industrija vrlo je jaka, što dodatno otežava opstanak na tržištu. Stoga je vrlo važno da poduzeća zadrže svakog potrošača jer odlazak tog potrošača kod konkurencije itekako može utjecati na njihovo poslovanje. Upravo zbog toga marketinška komunikacija i analiza marketinških kampanja postaju ključ uspjeha na tržištu, jer samo na taj način kompanija može biti i dugoročno ostati konkurentna. U skladu s prethodno navedenim, fokus ovog rada je na analizi marketinških kampanja Reebok i Nike multinacionalnih kompanija.
Abstract (english)
Today, it is inconceivable to make adequate business decisions without analyzing the current situation and future impacts of today's decisions. Such analyzes provide business management a whole range of information. Modern marketing differs greatly from the one in the past, and companies must offer products that are not only cost-effective, but also need to meet the needs and desires of consumers. In addition, the rise in competition creates pressure on businesses because they need to respond to ever-increasing challenges with non-traditional and innovative solutions. Today’s market offers almost no products which cannot be replaced with other substitute products. Industrial competition is very strong, which aggravates market survival. It is very important for the companies to retain every consumer, because their departure can greatly affect their business. Because of this, market communication and analysis are the key of success in the market, because they are the only way for the company to remain competitive in the long run. In accordance with the aforementioned, the focus of this paper is set on the analysis of the multinational companies Reebok and Nike.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:942106
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 on2018-02-06 16:08:08