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master's thesis
UPRAVLJANJE PRIVATNIM MARKAMA
Požega: Polytehnic in Pozega, 2021. urn:nbn:hr:112:680472
Miščević, Sara
Polytehnic in Pozega
Social department

Institutional repository: Repository of Polytechnic in Pozega

Cite this document

Miščević, S. (2021). UPRAVLJANJE PRIVATNIM MARKAMA (Master's thesis). Požega: Polytehnic in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:112:680472

Miščević, Sara. "UPRAVLJANJE PRIVATNIM MARKAMA." Master's thesis, Polytehnic in Pozega, 2021. https://urn.nsk.hr/urn:nbn:hr:112:680472

Miščević, Sara. "UPRAVLJANJE PRIVATNIM MARKAMA." Master's thesis, Polytehnic in Pozega, 2021. https://urn.nsk.hr/urn:nbn:hr:112:680472

Miščević, S. (2021). 'UPRAVLJANJE PRIVATNIM MARKAMA', Master's thesis, Polytehnic in Pozega, accessed 11 July 2024, https://urn.nsk.hr/urn:nbn:hr:112:680472

Miščević S. UPRAVLJANJE PRIVATNIM MARKAMA [Master's thesis]. Požega: Polytehnic in Pozega; 2021 [cited 2024 July 11] Available at: https://urn.nsk.hr/urn:nbn:hr:112:680472

S. Miščević, "UPRAVLJANJE PRIVATNIM MARKAMA", Master's thesis, Polytehnic in Pozega, Požega, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:112:680472

Metadata
TitleUPRAVLJANJE PRIVATNIM MARKAMA
Title (english)PRIVATE LABEL MANAGEMENT
AuthorSara Miščević
MentorBerislav Andrlić (mentor)
Committee memberHrvoje Budić (predsjednik povjerenstva)
Committee memberBerislav Andrlić (član povjerenstva)
Committee memberAnton Devčić (član povjerenstva)
GranterPolytehnic in Pozega
(Social department)
Požega
Defense date and country2021-09-17, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U ovom radu će se objasniti teorijska osnova upravljanja marki, pojava privatnih marki te njihov razvoj do danas. Provedeno je i istraživanje o percepciji kupaca o privatnim markama te koji sve faktori utječu na odluku o kupnji privatnih maraka. Upravljanje markom predstavlja pred menadžment pitanja o tome kako voditi i kontrolirati procese i jačati poziciju marke. Privatne marke su one marke koje su u vlasništvu nekog drugoga, a ne proizvođača proizvoda koji su u vlasništvu te marke. Kad se promatra uspjeh privatnih maraka, najčešće se navodi cijena kao glavna temeljna odrednica tog uspjeha. Danas raste udio privatnih marki u prodaji.
Abstract (english)
This paper will explain the theoretical basis of brand management, the emergence of private labels, and their development till today. The research was also conducted on the perception of customers about private labels and all the factors that influence the decision to buy private labels. Brand management presents management with questions about how to lead and control processes and strengthen the brand's position. Private labels are those brands that are owned by someone other than the manufacturer of the products that are owned by that brand. Looking at the success of private labels, price is most often cited as the main fundamental determinant of that success. Today, the share of private labels in sales is growing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:112:680472
Study programmeTitle: Specialist professional graduate study of Trade Business
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-12-12 09:51:20