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master's thesis
Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća
Zagreb: University of Zagreb, Faculty of Economics and Business, 2021. urn:nbn:hr:148:041299
Obradović, Antonio
University of Zagreb
Faculty of Economics and Business
Department of Trade and International Business

Institutional repository: REPEFZG

Cite this document

Obradović, A. (2021). Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:041299

Obradović, Antonio. "Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:041299

Obradović, Antonio. "Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2021. https://urn.nsk.hr/urn:nbn:hr:148:041299

Obradović, A. (2021). 'Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 23 June 2024, https://urn.nsk.hr/urn:nbn:hr:148:041299

Obradović A. Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2021 [cited 2024 June 23] Available at: https://urn.nsk.hr/urn:nbn:hr:148:041299

A. Obradović, "Omnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:148:041299

Metadata
TitleOmnikanalna maloprodaja kao marketinška strategija trgovinskog poduzeća
Title (english)Omnichannel retailing as a marketing strategy of a trading company
AuthorAntonio Obradović
MentorDario Dunković (mentor)
MBZ: 251001
Committee memberKristina Petljak (predsjednik povjerenstva)
Committee memberBlaženka Knežević (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Trade and International Business)
Zagreb
Defense date and country2021-06-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Trade and Tourism
Abstract
U današnje vrijeme tehnologija ubrzano napreduje, a maloprodaja je usko vezana uz tehnologiju. Shodno tome, u teorijskom dijelu će se obraditi dostupna domaća i strana literatura o maloprodaji i marketinškim kanalima. Analizirat će se prednosti simultane maloprodaje preko više kanala, uvođenje omnikanalnog marketinga u poslovanje i ponašanje kupaca. Omnikanalna maloprodaja predstavlja simultani i potpuno integrirani proces prodaje robe kroz fizičke i virtualne kanale bez prekida. Takav način maloprodaje je složeniji u odnosu na konvencionalni jer zahtijeva dodatne resurse, upravljanje odnosima s kupcima i koordinaciju među kanalima. U empirijskom istraživanju putem anketnog upitnika prikupit će se stavovi kupaca i odrediti njihove sklonosti i iskustva u maloprodajnim kanalima. Na temelju rezultata donijet će se zaključak te predložiti unaprjeđenja menadžmentu poduzeća na tržištu maloprodaje. Anketa će se provesti online.
Abstract (english)
Nowadays, technology is advancing rapidly, and retail is closely related to technology. Accordingly, the theoretical part of the Master's Thesis will cover the available domestic and foreign literature of retail and marketing channels. The advantages of simultaneous retail through multiple channels, the introduction of omnichannel marketing in business and consumer behaviour will be analyzed as well. Omnichannel retailing is a simultaneous and fully integrated process of selling goods through physical and virtual channels without interruption. This way of retail is more complex than the conventional one because it requires additional resources, customer relationship management and coordination between channels. Empirical research through a questionnaire will gather the attitudes of customers and determine their preferences and experiences in retail channels. Based on the results, a conclusion will be made and improvements will be proposed to the management of the company in the retail market. The survey will be conducted online.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:041299
Study programmeTitle: Economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: magistar/magistra ekonomije (magistar/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 on2021-06-10 14:26:25