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master's thesis
Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača
Split: University of Split, Faculty of economics Split, 2017. urn:nbn:hr:124:235274
Ćurčin, Natalija
University of Split
Faculty of economics Split

Institutional repository: REFST

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Ćurčin, N. (2017). Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:235274

Ćurčin, Natalija. "Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:235274

Ćurčin, Natalija. "Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:235274

Ćurčin, N. (2017). 'Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača', Master's thesis, University of Split, Faculty of economics Split, accessed 20 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:235274

Ćurčin N. Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 November 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:235274

N. Ćurčin, "Utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:235274

Metadata
TitleUtjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača
AuthorNatalija Ćurčin
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Gerila marketing predstavlja vrstu marketinga kojeg karakterizira primjenjivanje nekonvencionalnih sredstava u poslovanju. Ima nekoliko vrsta gerila marketinga, a neke od njih su: marketing iz zasjede, potajni marketing, "buzz" marketing, viralni marketing, ambijentalni i senzacijski marketing. Također, gerila marketing rezultira raznim efektima, a to su efekt iznenađenja, difuzijski efekt, te efekt niskih troškova. Istraživanje je provedeno na području Splitsko - dalmatinske županije na 50 uzoraka. Instrument istraživanja je anketa, a osim ankete provelo se i 10 intervjua sa vlasnicima i/ili voditeljima ugostiteljskih objekata. Postavljene pomoćne hipoteze su se prihvatile, te stoga i glavna hipoteza koja potvrđuje utjecaj gerila marketinga u ugostiteljstvu na ponašanje potrošača.
Abstract (english)
Gerila Marketing is a type of marketing that is characterized by the application of unconventional methods in business. There are several types of guerrilla marketing , and some of them are ambush marketing , secret marketing, "buzz" marketing, viral marketing, ambient and sensational marketing. Also, guerrilla marketing results in various effects, which are the effect of surprise, diffusion effect and low cost effect. The study was conducted in the Split - Dalmatia County area on 50 samples. The survey instrument was a questionare, and besides the questionare was conducted 10 interviews with owners and / or managers of catering facilities. Subordinated hypotheses have been accepted and therefore the main hypothesis that confirms the influence of guerrilla marketing in hospitallity industry on consumer behavior.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:235274
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-27 14:48:49