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master's thesis
Strategije unaprijeđenja prodaje tiskanih medija
Zagreb: University of Zagreb, Faculty of Economics and Business, 2015. urn:nbn:hr:148:884938
Zovak, Ivan
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Zovak, I. (2015). Strategije unaprijeđenja prodaje tiskanih medija (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:884938

Zovak, Ivan. "Strategije unaprijeđenja prodaje tiskanih medija." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:884938

Zovak, Ivan. "Strategije unaprijeđenja prodaje tiskanih medija." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2015. https://urn.nsk.hr/urn:nbn:hr:148:884938

Zovak, I. (2015). 'Strategije unaprijeđenja prodaje tiskanih medija', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 04 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:884938

Zovak I. Strategije unaprijeđenja prodaje tiskanih medija [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2015 [cited 2024 November 04] Available at: https://urn.nsk.hr/urn:nbn:hr:148:884938

I. Zovak, "Strategije unaprijeđenja prodaje tiskanih medija", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2015. Available at: https://urn.nsk.hr/urn:nbn:hr:148:884938

Metadata
TitleStrategije unaprijeđenja prodaje tiskanih medija
Title (english)Sales promotion strategies in print media
AuthorIvan Zovak
MentorJurica Pavičić (mentor)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2015-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Rad se bavi problematikom strategija unaprjeđenja prodaje u tiskanim medijima na tržištu dnevnih novina u RH. Obzirom na promjene na tržištu medija i u industriji oglašavanja, mediji su prisiljeni sve više strateški promišljati o svim metodama koje mogu smanjiti pad volumena i prihoda od prodaje. Strategije unaprjeđenja prodaje tematski pripadaju promociji, odnosno integriranoj marketinškoj komunikaciji, kao jednom od četiri elementa marketinškog miksa. Strategija i strategija marketinga usko su povezani pojmovi sa strategijom unaprjeđenja prodaje. U teorijskom pregledu su navedeni pojmovi definirani i proučen je njihov utjecaj na poduzeće. Definirane su i vrste i strategije unaprjeđenja prodaje. Također, napravljena je analiza tržišta tiskanih medija u RH. U kvalitativnom istraživanju su provedeni dubinski intervjui s predstavnicima četiri dnevnih novina u RH. Ispitani su o strategijama unaprjeđenja prodaje i njihovom utjecaju na prodajni rezultat njihovih medija.
Abstract (english)
This thesis deals with the issue of sales promotion strategies in print media on the Croatian daily newspaper market. The print media market and the advertising industry are going through a number of changes. Considering the mentioned changes, those media are forced to develop strategic thought on methods that will help reduce the downfall of sales volume and sales revenue. Sales promotion strategies fall under the category of promotion or integrated marketing communications, as one of four elements of the marketing mix. Strategy and marketing strategy are tightly connected to sales promotion strategies. The aforementioned terms were defined and explained in the theoretical summary, as their effect on the company was explored as well. Also, an analysis of the present state of the Croatian print media market was made. In the qualitative primary research, interviews were conductes with four examinees, all four representing different daily newspapers in Croatia. The examinees have been asked questions about the sales promotion strategies that are in use in their newspaper. Also, they have given their remarks on the effect of those strategies on the sales results of their media.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:884938
Study programmeTitle: Business Economics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2016-11-17 13:16:46