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master's thesis
Marketinška komunikacija maloprodajnog lanca “Kaufland”
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:320534
Gašpar, Antonela
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Gašpar, A. (2022). Marketinška komunikacija maloprodajnog lanca “Kaufland” (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:320534

Gašpar, Antonela. "Marketinška komunikacija maloprodajnog lanca “Kaufland”." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:320534

Gašpar, Antonela. "Marketinška komunikacija maloprodajnog lanca “Kaufland”." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:320534

Gašpar, A. (2022). 'Marketinška komunikacija maloprodajnog lanca “Kaufland”', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:320534

Gašpar A. Marketinška komunikacija maloprodajnog lanca “Kaufland” [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 November 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:320534

A. Gašpar, "Marketinška komunikacija maloprodajnog lanca “Kaufland”", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:320534

Metadata
TitleMarketinška komunikacija maloprodajnog lanca “Kaufland”
Title (english)Marketing communication of the retail chain "Kaufland"
AuthorAntonela Gašpar
MentorDario Dunković (mentor)
Committee memberMia Delić (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2022-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog diplomskog rada je marketinška komunikacija na primjeru poduzeća Kaufland Hrvatska k.d. Marketinška komunikacija u maloprodaji uključuje oglašavanje proizvoda, komunikaciju između maloprodaje i krajnjeg kupca, promociju marke i izgradnju imidža te vizualni identitet prodavaonica. Održavanje marketinške komunikacije iznimno je važno za diferencijaciju od konkurenata i zadržavanje kupaca. Maloprodavaču je u cilju biti što privlačniji te pružiti dodatnu vrijednost. U ovom radu analizirat će se na koje sve načine to Kaufland čini, te dati prijedlozi kako bolje zagovarati ekološku osviještenost, poboljšati program lojalnosti te utjecati na komunikaciju „od usta do usta“.
Abstract (english)
The topic of this thesis is marketing communication on the example of the company Kaufland Hrvatska k.d. Retail marketing communication includes product advertising, retail- customer communication, brand promotion, image building and the store’s visual identity. Maintaining marketing communication is extremely important for differentiating from the competition and retaining customers. The goal of the retailer is to be as attractive as possible and to provide added value. This paper will analyze the ways in which Kaufland does all this and give suggestions on how to better advocate environmental awareness, improve loyalty program and influence on "word of mouth" communication.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:320534
Study programmeTitle: Management and marketing in retail
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2022-09-30 17:49:50