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master's thesis
Primjena etičkih načela u gerilskom marktingu
Pula: University of Pula, 2023. urn:nbn:hr:137:357757
Mihalec, Filip
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Institutional repository: Digital Repository Juraj Dobrila University of Pula

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Mihalec, F. (2023). Primjena etičkih načela u gerilskom marktingu (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:357757

Mihalec, Filip. "Primjena etičkih načela u gerilskom marktingu." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:357757

Mihalec, Filip. "Primjena etičkih načela u gerilskom marktingu." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:357757

Mihalec, F. (2023). 'Primjena etičkih načela u gerilskom marktingu', Master's thesis, University of Pula, accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:357757

Mihalec F. Primjena etičkih načela u gerilskom marktingu [Master's thesis]. Pula: University of Pula; 2023 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:137:357757

F. Mihalec, "Primjena etičkih načela u gerilskom marktingu", Master's thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:357757

Metadata
TitlePrimjena etičkih načela u gerilskom marktingu
Title (english)The application of ethical principles in guerrilla marketing
AuthorFilip Mihalec
MentorDarko Rendulić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDarko Rendulić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu je bilo riječi o primjeni etičkih načela u gerilskom marketingu. Definirala se etika, odnos etike i morala, etički kodeks, etika u marketingu, etika u marketinškom miksu, odrednice moralnog poslovanja, te etička načela moralnog poslovanja. Osim navedenog objašnjavala se etička problematika u marketingu i rješenja iste. Nadalje, prikazivao se teorijski okvir gerilskog marketinga, njegova definicija, obilježja, povijesni razvoj, razlika između tradicionalnog i gerilskog marketinga, etika i etička načela u gerilskom marketingu, te oblici gerilskog oglašavanja. U zadnjem dijelu rada se analiziralo primjere gerilskih poduzeća iz prakse, na globalnoj razini, te etičnost poslovanja: Unilever USA – brend Axe (proizvod Axe Body Spray), Skydive Switzerland Gmbh – proizvod Swiss Skydive sticker, IKEA – stubišne ladice, poduzeće Asahi Group Holdings - brend Tyskie - pivo Tyskie.
Abstract (english)
The paper discussed the application of ethical principles in guerrilla marketing. Ethics, relationship between ethics and morality, code of ethics, ethics in marketing, ethics in marketing mix, determinants of moral business and ethical principles of moral business were defined. In addition, ethical problems in marketing and their solutions were explained. Furthermore, the theoretical framework of guerrilla marketing, its definition, characteristics, historical development, the difference between traditional and guerrilla marketing, ethics and ethical principles in guerrilla marketing, and forms of guerrilla advertising are presented. In the last part of the paper, examples of guerrilla companies from practice, on a global level, and business ethics were analyzed: Unilever USA - brand Ax (product Ax Body Spray), Skydive Switzerland Gmbh - product Swiss Skydive sticker, IKEA - staircase drawers, company Asahi Group Holdings - brand Tyskie - Tyskie beer.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:357757
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-26 22:21:24