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undergraduate thesis
Organizacija međunarodnog marketinga na primjeru Starbucks kompanije
Završni rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2020. urn:nbn:hr:145:482741
Papac, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Papac, I. (2020). Organizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:482741

Papac, Ivana. "Organizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:482741

Papac, Ivana. "Organizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:145:482741

Papac, I. (2020). 'Organizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 July 2024, https://urn.nsk.hr/urn:nbn:hr:145:482741

Papac I. Organizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2020 [cited 2024 July 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:482741

I. Papac, "Organizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:145:482741

Metadata
TitleOrganizacija međunarodnog marketinga na primjeru Starbucks kompanije : Završni rad
Title (english)ORGANIZATION OF INTERNATIONAL MARKETING IN THE STARBUCKS COMPANY : Final paper
AuthorIvana Papac
MentorMirna Leko Šimić (mentor)
Committee memberMirna Leko Šimić (predsjednik povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2020-07-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Završni rad pod naslovom Organizacija međunarodnog marketinga na primjeru Starbucks kompanije polazi od aktualnosti i važnosti marketinga i organizacije istoga sukladno odlikama različitih tržišta. Sukladno stanju na suvremenome svjetskome tržištu, dakle unutar primarno gospodarskog, ali i svih drugih sustava, koje je sve više globalizirano, sama organizacija te organizacija marketinga jesu jedne od najvažnijih odrednica opstojnosti na tome istome tržištu. Cilj ovoga rada iskazan je kroz nekoliko odrednice pri čemu se ističe ona ukazivanja na najvažnije odlike organizacije međunarodnog marketinga, sukladno teorijskim postavkama iskazanih u radu, na primjeru kompanije Starbucks. Rad se sastoji od dva glavna dijela, a to su upravo dio koji se odnosi na teorijske odrednice organizacije općenito i organizacije (međunarodnog) marketinga te dio unutar kojega se razmatraju proklamirane vrijednosti i ciljevi kompanije, odnos prema potrošačima, korištenje i upravljanje ljudskim resursima te marketinške strategije – sve u okviru organizacije međunarodnog marketinga. Raspravom se ukazuje na dosadašnje uspjehe ovakve organizacije međunarodnog marketinga, ali i predviđajuće (ne)mogućnosti za budućnost kompanije.
Abstract (english)
The final paper Organization of International Marketing in the Starbucks Company starts from the topicality and importance of marketing and its organization in accordance with the characteristics of different markets. In accordance with the situation in the modern world market, i.e within the primarily economic, but also all other systems, which are increasingly globalized, the organization itself and the marketing organization are one of the most important determinants of survival in the same market. The aim of this paper is expressed through several determinants, emphasizing those indications of the most important features of the organization of international marketing, in accordance with the theoretical assumptions expressed in the paper, on the example of Starbucks. The paper consists of two main parts, first related to the theoretical determinants of the organization in general and the organization of (international) marketing and the second within which are considered values and goals of the company, customer relations, use and management of human resources and marketing strategies - all within the organization of international marketing. The discussion points to the successes of this organization of international marketing so far, but also the predictive (im)possibilities for the future of the company.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:482741
Study programmeTitle: Management
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-07-01 11:44:19