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master's thesis
Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:624113
Piškor, Dorotea
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Piškor, D. (2024). Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:624113

Piškor, Dorotea. "Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:624113

Piškor, Dorotea. "Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:624113

Piškor, D. (2024). 'Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:624113

Piškor D. Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:148:624113

D. Piškor, "Uloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:624113

Metadata
TitleUloga upravljanja markom poslovne usluge u odlučivanju kupovnog centra
Title (english)The role of branding B2B service in the decision making of buying center
AuthorDorotea Piškor
MentorDubravka Sinčić Ćorić (mentor)
Committee memberDubravka Sinčić Ćorić (predsjednik povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
Committee memberSandra Horvat (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2024-04-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Upravljanje markom zahtjevan je proces kroz koji prolazi svako poduzeće. Na poslovnom tržištu, upravljanje markom od velikog je značaja za poduzeće i njegove poslovne korisnike. Poslovno tržište karakteriziraju određene specifičnosti koje se odnose na pregovore koji zahtijevaju veću prilagodbu u procesu sklapanja poslova. Uz to, karakteriziraju ga dugoročni odnosi te osobni kontakt koji se kontinuirano gradi između poduzeća i poslovnih korisnika. Na poslovnom tržištu potrebe korisnika traže cjelovita rješenja. Za uspješno poslovanje na tržištu poslovnih usluga potrebno je ispuniti sve zahtjeve poslovnog korisnika i njegovog poduzeća. Naime, poslovni korisnici imaju komplicirane potrebe koje traže jedinstvena rješenja za rad svojih poduzeća. Poslovne usluge su također komplicirane zbog svojih specifičnosti te nije lako unaprijed pokazati što poslovna usluga zaista pruža korisnika. Poslovni korisnici stvaraju svoj doživljaj tek nakon korištenja poslovnom uslugom. Međutim, kako bi se poduzeća na poslovnom tržištu pravilno pozicionirala u svijest poslovnih korisnika važno je kvalitetno upravljanje markom poslovne usluge. Prema tome, u ovom radu provedena je studija slučaja na primjeru telekomunikacijskog poduzeća. U istraživanju je analiziran pristup telekomunikacijskog poduzeća prema upravljanju markom poslovne usluge. Provedeni su dubinski intervjui sa zaposlenicima telekomunikacijskog poduzeća i poslovnim korisnicima. Analizirani su njihovi načini upravljanja markom i razlozi zbog kojih kupovni centar poduzeća odabire poslovne usluge. Uočena je pozitivna korelacija između ta dva aspekta te zaključeno kako kvalitetno upravljanje markom utječe na odluke kupovnog centra na tržištu poslovnih usluga.
Abstract (english)
Brand management is a demanding process that every company goes through. First of all, brand management on the B2B market is of great importance for the company and its business users. Note that specific instructions must be followed during negotiations while concluding contracts. Then, long-term relationships and personal contact that continuously takes place between the company and the user, are really important. Demanding operations on the market of business services must meet all the requirements of the business user and their company. Business users have complicated needs that seek unique solutions for the operation of their companies. Business services are also complicated because, due to their specificities, it is not easy to show in advance what the business service provides to users. Business users create their own experience only after using the business service. First of all, if companies want to positionate themselves right in the B2B market, they have to manage their brand correctly. This research analyzed the approach of a telecommunications company to the management of the brand of business services. The research was done by in-depth interviews with employees of the telecommunications company and business users. Their brand management methods and the reasons why the company's shopping center chooses business services are analyzed. The positive correlations were noticed between brand management and the impact on the decision making of the buying centre on the B2B market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:624113
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2024-04-16 20:23:08