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master's thesis
Društvena odgovornost i etika u marketingu
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of agriculture, 2018. urn:nbn:hr:151:894639
Šinjori, Željko
Josip Juraj Strossmayer University of Osijek
Faculty of Agrobiotechnical Sciences Osijek
Department of Bioeconomics and Rural Development

Institutional repository: Repository of the Faculty of Agrobiotechnical Sciences Osijek

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Šinjori, Ž. (2018). Društvena odgovornost i etika u marketingu (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:151:894639

Šinjori, Željko. "Društvena odgovornost i etika u marketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:151:894639

Šinjori, Željko. "Društvena odgovornost i etika u marketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:151:894639

Šinjori, Ž. (2018). 'Društvena odgovornost i etika u marketingu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, accessed 18 November 2024, https://urn.nsk.hr/urn:nbn:hr:151:894639

Šinjori Ž. Društvena odgovornost i etika u marketingu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek; 2018 [cited 2024 November 18] Available at: https://urn.nsk.hr/urn:nbn:hr:151:894639

Ž. Šinjori, "Društvena odgovornost i etika u marketingu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Agrobiotechnical Sciences Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:151:894639

Metadata
TitleDruštvena odgovornost i etika u marketingu
Title (english)Social responsibility and ethics in marketing
AuthorŽeljko Šinjori
MentorIgor Kralik (mentor)
Committee memberRužica Lončarić (predsjednik povjerenstva)
Committee memberAna Crnčan (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Agrobiotechnical Sciences Osijek
(Department of Bioeconomics and Rural Development)
Osijek
Defense date and country2018-01-29, Croatia
Scientific / art field,
discipline and subdiscipline		BIOTECHNICAL SCIENCES
Agronomy
Economics
Abstract
Europska komisija oblikovala je definiciju društveno odgovornog poslovanja kao koncept prema kojem poduzeće na dobrovoljnom principu integrira brigu o društvenim pitanjima i zaštiti okoliša u svoje poslovne aktivnosti i odnose s dionicima. Poduzeća su do prije nekoliko godina svoje poslovanje usmjeravala isključivo na to da donosi dobit. No, globalne gospodarske nestabilnosti koje su se pojavile u novije vrijeme donijele su poduzećima nove zahtjeve koje moraju ispunjavati i poštivati. Koristi koje korporacije imaju od marketinških kampanja povezanim s društvenim ciljem uglavnom su, po definiciji marketinške. Uspješne inicijative mogu pomoći u privlačenju novih kupaca, osvajanju novih segmenata tržišta, povećanju prodaje proizvoda i stvaranju pozitivnog identiteta branda.. Etika je znanost o moralu; (filozofija morala), koja istražuje smisao i ciljeve moralnih normi, osnovne kriterije za moralno vrjednovanje, kao i uopće zasnovanost i izvor morala. Nužno je u sve segmente poslovanja pa tako i u marketing uvesti pravila etičnog ponašanja i pridržavati ih se jer ona poduzeća koja se ne pridržavaju etičkih načela se sve više suočavaju s bojkotom proizvodnje i usluga a to za posljedicu ima negativan utjecaj na imidž poduzeća. Te se loše posljedice mogu spriječiti implementacijom etike u poslovanje.
Abstract (english)
European Commission defines corporate social responsibility as a concept in which a company through voluntary principle measures integrates care of social and environmental issues into their business operations and relations with partners. A few years ago companies directed their operations exclusively at profit making. Yet, recent global economic instabilities brought about new demands that companies have to meet and satisfy. The benefits that corporations have from marketing campaigns related to social goals are mainly by definition marketing-oriented. Successful initiatives can help attract new customers, conquer new segments of market, increase product sale and create a positive brand identity. Ethics is the study of moral; (philosophy of moral), which examines the sense and goals of moral norms, the main criteria for moral evaluation as well as the foundation and source of moral. It is necessary to introduce rules of ethical behaviour into all segments of business and comply with them since the companies that do not adhere to ethical principles increasingly face boycott of production and services, which has negative consequences on a company’s image. These harmful consequences can be prevented by implementing ethics into doing business.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:151:894639
Study programmeTitle: Agroeconomics
Study programme type: university
Study level: graduate
Academic / professional title: magista/ magistra inženjer/inženjerka agroekonomika (magista/ magistra inženjer/inženjerka agroekonomika)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Public noteDiplomski rad
Created on2018-05-10 13:07:30