prikaz prve stranice dokumenta MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE
Access restricted to students and staff of home institution
master's thesis
MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE
Split: University of Split, 2020. urn:nbn:hr:228:987713
Medvidović, Milan
University of Split
University Department of Professional Studies

Institutional repository: Repository of University Department of Professional Studies

Cite this document

Medvidović, M. (2020). MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:987713

Medvidović, Milan. "MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE." Master's thesis, University of Split, 2020. https://urn.nsk.hr/urn:nbn:hr:228:987713

Medvidović, Milan. "MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE." Master's thesis, University of Split, 2020. https://urn.nsk.hr/urn:nbn:hr:228:987713

Medvidović, M. (2020). 'MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE', Master's thesis, University of Split, accessed 01 December 2024, https://urn.nsk.hr/urn:nbn:hr:228:987713

Medvidović M. MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE [Master's thesis]. Split: University of Split; 2020 [cited 2024 December 01] Available at: https://urn.nsk.hr/urn:nbn:hr:228:987713

M. Medvidović, "MARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE", Master's thesis, University of Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:228:987713

Metadata
TitleMARKETINŠKA KOMUNIKACIJA U SLUŽBI IZGRADNJE IMIDŽA MARKE
Title (english)MARKETING COMMUNICATION IN THE SERVICE OF BUILDING A BRAND IMAGE
AuthorMilan Medvidović
MentorDanijela Perkušić Malkoč (mentor)
Committee memberSenka Borovac Zekan (član povjerenstva)
Committee memberKatja Rakušić Cvrtak (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
Split
Defense date and country2020-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Integirana marketinška komunikacija koristi se kako bi se izgradio imidţ specifiĉne marke ili „brenda“ koristeći razliĉite komunikacijske kanale. Vodeći se naĉelom integrirane marketinške komunikacije svi aspekti marketinške komunikacije djeluju zajedno na uĉinkovitu promicanju marke krajnjim korisnicima. Marka proizvoda se promovira oglašavanjem, promocijom, odnosima s javnošću, sluţbenim stranicama na društvenim mreţama i sl. Svrha navedenog je povećanje svijest o marki meĊu potencijalnim krajnjim korisnicima odreĊenog proizvoda ili usluge. U okviru ovog završnog rada na primjeru poslovnog sluĉaja Oţujskog piva prikazana je uloga integrirane marketinške komunikacije zgradnju prepoznatljive marke proizvoda. Jedan od najuĉinkovitijih naĉina promocije pojedine robne marke je putem uĉinkovite komunikacije, stoga organizacije trebaju imati unaprijed osmišljen plan komunikacije, ne samo s potencijalnim kupcima, već i s onim koji već koriste njihov proizvod ili uslugu. Uĉinkovito komuniciranje jaĉa odnos s klijentima i utjeĉe na konkurentnu prednost u odnosu na druge marke na trţištu. Uĉinkovita komunikacija omogućava porukama i svim relevantnim informacijama doprijeti do primatelja na ţeljeni naĉin kroz jedinstvenu i uĉinkovitu integraciju razliĉitih promotivnih alata.
Abstract (english)
We use integrated marketing communication to build the image of a specific brand by using different communication channels. According to integrated marketing communication, all aspects of marketing communication work together to effectively promote the brand to end users. A product brand is promoted through advertising, promotion, public relations, social media pages, etc. The purpose is to increase brand awareness among potential end users of a particular product or service. As part of this final paper on the business case of Oţujskopivo, the role of integrated marketing communication in building a recognizable product brand is presented. One of the most effective ways to promote brands is through effective communication so organizations need to communicate well not only with potential customers but also with existing customers. Effective communication strengthens the relationship with customers and affects the competitive advantage over other brands. Effective communication allows messages and relevant information to reach the recipient in the desired way through a unique and effective integration of various promotional tools.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:987713
Study programmeTitle: Business Trade – specialist graduate - professional
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-12-02 14:22:59