prikaz prve stranice dokumenta INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI
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undergraduate thesis
INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI
Zagreb: Zagreb School of Business, 2020. urn:nbn:hr:180:374332
Cindrić, Sandra
Zagreb School of Business

Institutional repository: Repository ZSB

Cite this document

Cindrić, S. (2020). INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI (Undergraduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:374332

Cindrić, Sandra. "INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI." Undergraduate thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:374332

Cindrić, Sandra. "INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI." Undergraduate thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:374332

Cindrić, S. (2020). 'INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI', Undergraduate thesis, Zagreb School of Business, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:374332

Cindrić S. INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI [Undergraduate thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:180:374332

S. Cindrić, "INTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI", Undergraduate thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:374332

Metadata
TitleINTEGRIRANA MARKETINŠKA KOMUNIKACIJA – POSLOVNI SLUČAJ KONZUM ZDRAVOLJUPCI
Title (english)Integrated marketing communication – Konzum Zdravoljupci business case
AuthorSandra Cindrić
MentorSanja Rocco (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-09-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Integrirana marketinška komunikacija proces je razvoja i primjene različitih oblika persuazivne komunikacije s potrošačima i potencijalnim kupcima u određenom vremenu. Cilj integrirane marketinške komunikacije je utjecati ili izravno usmjeriti ponašanje ciljne publike. Oblici integrirane marketinške komunikacije su oglašavanje, unapređenje prodaje, odnosi s javnošću i publicitet, osobna prodaja, izravna marketinška komunikacija i digtalni marketing. U radu su detaljno pojašnjeni svi oblici integrirane marketinške komunikacije, a kao primjer iz prakse uzeta je Konzumova kampanja Zdravoljupci.
Abstract (english)
Intergrated marketing communication is the process of developing and implementing different forms of persuasive communication with consumers and potential customers over a period of time. The goal of integrated marketing communication is to directly influence the behaviour and decisions of consumers who show an interest in buying, thereby ensuring that they remain in the market. Forms of integrated marketing communication are advertising, sales promotion, public relations and publicity, personal selling, direct marketing communication and digital marketing. The paper explains in detail all forms of integrated marketing communication and Konzum's campaign Zdravoljupci was taken as an example from practice.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:374332
Study programmeTitle: Marketing management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija (stručni prvostupnik/prvostupnica (baccalaureus/baccalaurea) marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-04-06 11:18:22