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master's thesis
MARKETING U MEĐUNARODNOM PODUZETNIŠTVU
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2023. urn:nbn:hr:145:513504
Babić, Maja
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Babić, M. (2023). MARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad (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:145:513504

Babić, Maja. "MARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:513504

Babić, Maja. "MARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:513504

Babić, M. (2023). 'MARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:145:513504

Babić M. MARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:513504

M. Babić, "MARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:513504

Metadata
TitleMARKETING U MEĐUNARODNOM PODUZETNIŠTVU : Diplomski rad
Title (english)MARKETING IN INTERNATIONAL ENTREPRENEURSHIP : Graduate paper
AuthorMaja Babić
MentorMirna Leko Šimić (mentor)
Committee memberSunčica Oberman Peterka (predsjednik povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
Committee memberAleksandar Erceg (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2023-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Internacionalizacija je proces kojim tvrtka prelazi s poslovanja na domaćem tržištu na međunarodna tržišta. Ključni izazov za poduzeća prilikom prelaska zasigurno je učinkovito rješavanje strukture različitosti potreba i želja potrošača izvan domaćih granica. Međunarodni marketing uključuje prepoznavanje potreba kupaca na stranim tržištima i razvoj marketinških strategija za zadovoljenje tih potreba. To može uključivati prilagodbu proizvoda, cijena, promocije i strategija distribucije kako bi odgovarale kontekstu ciljanog tržišta. Cilj rada je istražiti specifičnosti elemenata marketing programa i strategija poduzeća u poslovanju na međunarodnom tržištu. S obzirom kako postoji razlika između marketinga na nacionalnoj razini i marketinga u određenoj zemlji ili regiji u sklopu rada napravljena je studija slučaja međunarodnog marketinga uspješne međunarodne tvrtke Coca-Cole i na taj način teorijski okvir analiziran je na konkretnom primjeru.
Abstract (english)
Internationalization is the process by which a company moves from operating on the domestic market to international markets. The key challenge for companies when transitioning is to effectively deal with the structure of diversity of consumer needs and desires outside domestic borders. International marketing involves identifying customer needs in foreign markets and developing marketing strategies to meet those needs. This may include adapting products, pricing, promotion and distribution strategies to suit the context of the target market. The aim of the work is to investigate the specifics of the elements of the marketing program and strategies of the company in doing business on the international market. Given that, there is a difference between marketing at the national level and marketing in a specific country or region, A case study of the international marketing of the successful international company Coca-Cola was made as part of the work, and thus the theoretical framework was analyzed on a concrete example.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:513504
Study programmeTitle: Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-11-14 13:17:10