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undergraduate thesis
Društveno odgovoran marketing na primjeru iz prakse
Gospić: Polytechnic Nikola Tesla in Gospić, 2024. urn:nbn:hr:107:501768
Delač, Lucijana
Polytechnic Nikola Tesla in Gospić
Business department

Institutional repository: Polytechnic Nikola Tesla in Gospić

Cite this document

Delač, L. (2024). Društveno odgovoran marketing na primjeru iz prakse (Undergraduate thesis). Gospić: Polytechnic Nikola Tesla in Gospić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:107:501768

Delač, Lucijana. "Društveno odgovoran marketing na primjeru iz prakse." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2024. https://urn.nsk.hr/urn:nbn:hr:107:501768

Delač, Lucijana. "Društveno odgovoran marketing na primjeru iz prakse." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2024. https://urn.nsk.hr/urn:nbn:hr:107:501768

Delač, L. (2024). 'Društveno odgovoran marketing na primjeru iz prakse', Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, accessed 04 November 2024, https://urn.nsk.hr/urn:nbn:hr:107:501768

Delač L. Društveno odgovoran marketing na primjeru iz prakse [Undergraduate thesis]. Gospić: Polytechnic Nikola Tesla in Gospić; 2024 [cited 2024 November 04] Available at: https://urn.nsk.hr/urn:nbn:hr:107:501768

L. Delač, "Društveno odgovoran marketing na primjeru iz prakse", Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, Gospić, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:107:501768

Metadata
TitleDruštveno odgovoran marketing na primjeru iz prakse
Title (english)Socially Responsible Marketing as an Example from Practice
AuthorLucijana Delač
MentorMarija Baburić Vranešić (mentor)
Committee memberVlatka Ružić (predsjednik povjerenstva)
Committee memberValentina Vinšalek Stipić (član povjerenstva)
Committee memberMarija Baburić Vranešić (član povjerenstva)
GranterPolytechnic Nikola Tesla in Gospić
(Business department)
Gospić
Defense date and country2024-06-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Društveno odgovoran marketing predstavlja ključan aspekt suvremenog poslovanja koji integrira društvene i ekološke aspekte u marketinške aktivnosti s ciljem stvaranja dugoročnih vrijednosti za sve dionike. Ovaj završni rad analizira društveno odgovoran marketing kroz primjer kampanje "Join Life" poduzeća Zara koja se fokusira na održivost i ekološku osviještenost u proizvodnji odjeće, poboljšanje ekoloških standarda i transparentnost u lancu opskrbe. Rad pruža detaljan pregled definicija, značaja i strategija DOM-a te analizira učinke kampanje na percepciju potrošača i poslovni uspjeh Zare. Kroz ovu analizu, istraženi su ciljevi, strategije i učinci kampanje, uključujući njen utjecaj na imidž poduzeća, percepciju potrošača i održivost poslovanja.
Abstract (english)
Socially responsible marketing represents a crucial aspect of modern business that integrates social and environmental aspects into marketing activities with the aim of creating long-term value for all stakeholders. This thesis analyzes socially responsible marketing through the example of the "Join Life" campaign by Zara, which focuses on sustainability and environmental awareness in clothing production, improving ecological standards, and transparency in the supply chain. The paper provides a detailed overview of the definitions, significance, and strategies of socially responsible marketing and analyzes the campaign's effects on consumer perception and Zara's business success. Through this analysis, the objectives, strategies, and effects of the campaign are explored, including its impact on the company's image, consumer perception, and business sustainability.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:107:501768
Study programmeTitle: Economics of entrepreneurship
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-09-09 11:51:42