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master's thesis
Marketing sadržaja na primjeru kompanije Coca-Cola
Zadar: University of Zadar, 2023. urn:nbn:hr:162:626386
Krešić, Vlatka
University of Zadar
Department of Economics

Institutional repository: University of Zadar Institutional Repository

Cite this document

Krešić, V. (2023). Marketing sadržaja na primjeru kompanije Coca-Cola (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:626386

Krešić, Vlatka. "Marketing sadržaja na primjeru kompanije Coca-Cola." Master's thesis, University of Zadar, 2023. https://urn.nsk.hr/urn:nbn:hr:162:626386

Krešić, Vlatka. "Marketing sadržaja na primjeru kompanije Coca-Cola." Master's thesis, University of Zadar, 2023. https://urn.nsk.hr/urn:nbn:hr:162:626386

Krešić, V. (2023). 'Marketing sadržaja na primjeru kompanije Coca-Cola', Master's thesis, University of Zadar, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:162:626386

Krešić V. Marketing sadržaja na primjeru kompanije Coca-Cola [Master's thesis]. Zadar: University of Zadar; 2023 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:162:626386

V. Krešić, "Marketing sadržaja na primjeru kompanije Coca-Cola", Master's thesis, University of Zadar, Zadar, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:162:626386

Metadata
TitleMarketing sadržaja na primjeru kompanije Coca-Cola
Title (english)Content Marketing on the Example of the Coca-Cola Company
AuthorVlatka Krešić
MentorAleksandra Krajnović (mentor)
Committee memberIvica Zdrilić (predsjednik povjerenstva)
Committee memberAleksandra Krajnović (član povjerenstva)
Committee memberJurica Bosna (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2023-12-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing nije konstantan te stalnim razvojem Interneta i društvenih mreža dolazi do potrebe analiziranja i razvoja novih marketinških alata. Internet marketing zamijenio je tradicionalni način prezentiranja proizvoda i usluga te dao marketingu potpuno novu funkciju. Marketing sadržaja ne predstavlja samo novo područje marketinga, već daje potpuno drugačiji pogled na brend i cijelu marketinšku komunikaciju. Ovaj rad prezentira teorijsku tezu kako je Coca-Cola kroz promjene marketinških alata i uvođenjem marketing sadržaja postao jedan od vodećih brendova na svjetskoj sceni. Marketing sadržaja predstavlja potpuno novi tip komunikacije između poduzeća i potrošača dajući novu viziju proizvoda i usluga koje se nude.
Abstract (english)
Marketing is constantly changing, and with the development of the Internet and social networks which are happening every day it is necessary to analyze and develop new marketing tools. Internet marketing replaced the traditional way of presenting products which gave marketing a completley new function. Content marketing is not only a new type of marketing, but it also gives a whole different view of the brand and the entire marketing communication. This master thesis presents the theoretical thesis that shows changes in marketing tools and the introduction of content marketing, Coca-Cola has become one of the leading brands in the world. Content marketing represents a completley new type of communication between companies and consumers, which therefore leads to a new vision of the products and the services offered.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:626386
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra ekonomije (sveučilišni/a magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-01-10 09:15:07