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graduate thesis
Marketinška komunikacija u kriznim situacijama
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:085058
Meštrović, Lucija
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Meštrović, L. (2024). Marketinška komunikacija u kriznim situacijama (Graduate thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:085058

Meštrović, Lucija. "Marketinška komunikacija u kriznim situacijama." Graduate thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:085058

Meštrović, Lucija. "Marketinška komunikacija u kriznim situacijama." Graduate thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:085058

Meštrović, L. (2024). 'Marketinška komunikacija u kriznim situacijama', Graduate thesis, University of Zagreb, Faculty of Economics and Business, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:085058

Meštrović L. Marketinška komunikacija u kriznim situacijama [Graduate thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:148:085058

L. Meštrović, "Marketinška komunikacija u kriznim situacijama", Graduate thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:085058

Metadata
TitleMarketinška komunikacija u kriznim situacijama
Title (english)Marketing communication in crisis situations
AuthorLucija Meštrović
MentorIrena Pandža Bajs (mentor)
Committee memberIrena Pandža Bajs (predsjednik povjerenstva)
Committee memberMiroslav Mandić (član povjerenstva)
Committee memberMirko Palić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2024-10-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Odnosi s javnošću su zadnjih nekoliko desetljeća doživjeli svoj procvat te je njihova uloga unutar organizacija postala krucijalna za izgradnju i održavanje pozitivnog imidža, odnosa s potrošačima i ostalim sudionicima uključenim u poslovanje. Dvosmjerni oblik komunikacije omogućava poduzećima konstantni pristup željama i potrebama potrošača kao i bržu prilagodbu na pojavu novih trendova. Uz svakodnevne poslove utjecaj odnosa s javnošću je najviše vidljiv u kriznim periodima. Svaka organizacija kad-tad doživi neki oblik krizne situacije te je stoga bitno u razdoblju blagostanja raditi na strategijama i planovima za minimiziranje štete. Cilj rada je prikazati koliki utjecaj odnosi s javnošću imaju na rješavanje krize uz kvalitetno postavljenju strategiju i marketinšku komunikaciju. U studiji slučaja analizirati će se koliki utjecaj na poslovanje ima gubitak povjerenja ključnih sudionika kao što se to desilo u slučaju Agrokor. Također, na samom kraju rada napravljena je usporedba pristupa koji ima Fortenova grupa u odnosu na krizni pristup Agrokora
Abstract (english)
Public relations have flourished in the last few decades and their role within organizations has become crucial for building and maintaining a positive image, relationships with consumers and other participants involved in business. The two-way form of communication enables companies to constantly access the wishes and needs of consumers, as well as to adapt faster to the emergence of new trends. In addition to everyday business, the influence of public relations is most visible in times of crisis. Every organization experiences some form of crisis situation at some point, so it is important to work on strategies and plans to minimize damage during the period of prosperity. The aim of this paper is to show the impact of public relations on resolving the crisis with a well-set strategy and marketing communication. The case study will analyze the impact on business of the loss of trust of key players, as happened in the case of Agrokor. Also, at the very end of the paper, a comparison of Fortenova Group's approach to Agrokor's crisis approach was made
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:085058
Study programmeTitle: Management and retail marketing
Study programme type: professional
Study level: graduate
Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2024-10-22 08:41:39