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undergraduate thesis
Društveno odgovorni marketing
Rijeka: University of Rijeka, Faculty of Maritime Studies, Rijeka, 2023. urn:nbn:hr:187:509610
Linč, Toni
University of Rijeka
Faculty of Maritime Studies
Department of Logistics and Management

Institutional repository: Repository of the University of Rijeka, Faculty of Maritime Studies - FMSRI Repository

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Linč, T. (2023). Društveno odgovorni marketing (Undergraduate thesis). Rijeka: University of Rijeka, Faculty of Maritime Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:187:509610

Linč, Toni. "Društveno odgovorni marketing." Undergraduate thesis, University of Rijeka, Faculty of Maritime Studies, 2023. https://urn.nsk.hr/urn:nbn:hr:187:509610

Linč, Toni. "Društveno odgovorni marketing." Undergraduate thesis, University of Rijeka, Faculty of Maritime Studies, 2023. https://urn.nsk.hr/urn:nbn:hr:187:509610

Linč, T. (2023). 'Društveno odgovorni marketing', Undergraduate thesis, University of Rijeka, Faculty of Maritime Studies, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:187:509610

Linč T. Društveno odgovorni marketing [Undergraduate thesis]. Rijeka: University of Rijeka, Faculty of Maritime Studies; 2023 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:187:509610

T. Linč, "Društveno odgovorni marketing", Undergraduate thesis, University of Rijeka, Faculty of Maritime Studies, Rijeka, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:187:509610

Metadata
TitleDruštveno odgovorni marketing
Title (english)Socially responsible marketing
AuthorToni Linč
MentorDario Ogrizović (mentor)
MentorOzren Rafajac (komentor)
GranterUniversity of Rijeka
Faculty of Maritime Studies
(Department of Logistics and Management)
Rijeka
Defense date and country2023-09-22, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Traffic and Transport Technology
Abstract
U ovom završnom radu istražen je koncept društveno odgovornog marketinga i njegova povezanost s društveno odgovornim poslovanjem. Pojmovi društvenog marketinga i društveno odgovornog poslovanja detaljno su objašnjeni, naglašavajući važnost usklađivanja marketinških aktivnosti s društvenim vrijednostima i ciljevima. Kroz raznovrsne primjere dobre prakse, analizirana je uspješna implementacija društveno odgovornog marketinga u stvarnom svijetu. Istraživanje „Percepcija potrošača o društveno odgovornom marketingu“ ističe različite aspekte potrošačkog ponašanja i stavova prema društvenoj odgovornosti, etičkim pitanjima, informiranosti i percepciji marketinških poruka. U konačnici, rad naglašava da društveno odgovorni marketing nije samo marketinška taktika, već strategija koja može izgraditi dugoročne veze s potrošačima, unaprijediti korporativni ugled i doprinijeti održivom razvoju.
Abstract (english)
This thesis explores the concept of socially responsible marketing and its connection to socially responsible business practices. The terms of social marketing and corporate social responsibility are elaborately explained, emphasizing the significance of aligning marketing activities with societal values and goals. Through diverse examples of best practices, successful implementation of socially responsible marketing in the real world is analyzed. The study "Consumer Perception of Socially Responsible Marketing" highlights various aspects of consumer behavior and attitudes towards social responsibility, ethical issues, awareness, and perception of marketing messages. Ultimately, the paper underscores that socially responsible marketing is not just a marketing tactic, but a strategy that can build long-lasting consumer relationships, enhance corporate reputation, and contribute to sustainable development.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:187:509610
Study programmeTitle: Logistics and Management in Maritime Industry and Transport
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka logistike i menadžmenta u pomorstvu (sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/baccalaurea) inženjer/inženjerka logistike i menadžmenta u pomorstvu)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2023-09-14 11:19:04