master's thesis
Uloga integrirane marketinške komunikacije u razvijanju odnosa s potrošačima

Marina Mikić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleUloga integrirane marketinške komunikacije u razvijanju odnosa s potrošačima
AuthorMarina Mikić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Cilj ovog rada je prikazati ulogu integrirane marketinške komunikacije i načine na koje doprinosi razvijanju odnosa s potrošačima. Razvijanje pozitivnih dugoročnih odnosa s potrošačima pokazatelj je uspješnosti poslovanja poslovnog subjekta, te predstavlja njegov temeljni cilj. Način za postizanje tog cilja podrazumijeva istraživanje potrošača, razumijevanje potrošača na temelju dobivenih rezultata istraživanja i, u konačnici, zadovoljavanje njihovih želja i potreba. Ovaj rad koncipiran je u četiri ključna dijela: komunikacija, integrirana marketinška komunikacija, oblici integrirane marketinške komunikacije, te razvijanje odnosa s potrošačima. Prvi dio rada definira pojam, ulogu i značaj komunikacije u privatnom i poslovnom svijetu, te se bavi njezinim temeljnim funkcijama. Također, ukazuje na važnost razvijanja komunikacijskih vještina u poslovnoj komunikaciji, koje su nužne za uspješno poslovanje poslovnih subjekata. Nadalje, rad je usmjeren na integriranu marketinšku komunikaciju. Navodi njezina temeljna obilježja, te kroz komunikacijski proces prikazuje važnost elemenata marketing komunikacije. Pažnja je usmjerena na oblike integrirane marketinške komunikacije, oglašavanje, izravnu marketing komunikaciju, unapređivanje prodaje, osobnu prodaju, odnose s javnošću, publicitet i vanjsko oglašavanje, od kojih je svaki pojedinačno obrađen. U nastavku, rad se bavi potrošačima i važnosti proučavanja njihovih potreba, motiva i stavova u svrhu razumijevanja potrošača i njihovog ponašanja, te razvijanja dugoročnih odnosa s njima. Prikazuje evoluciju marketinga i odnosa s potrošačima, te navodi nove koncepte marketinga usmjerene prema potrošačima. Na kraju rada iznesen je osvrt na diplomski rad u cjelini.
Keywordsintegrated marketing communication consumers marketing communication
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Branko Matić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-27
Parallel abstract (English)
The aim of this thesis was to show the role of integrated marketing communication and the ways in which it contributes to the development of relations with consumers. Developing a long-term relationship with consumers is an indicator of business performance of enterprises, and is its main goal. The way to achieve this goal includes consumer research, understanding of consumers based on the results of research and, ultimately, meeting their wants and needs. This work includes four key components: communication, integrated marketing communication, forms of integrated marketing communications, and developing relationships with consumers. The first component defines the term, the role and importance of communication in personal and professional terms, and dealing with its fundamental functions. It also points to the importance of developing communication skills in business communication, which are necessary for the successful operation of businesses. After that, attention is focused on integrated marketing communications. This component includes main characteristics of integrated marketing communication and the communication process shows the importance of marketing communications. It refers to forms of integrated marketing communications, including advertising, direct marketing communications, improving sales, personal selling, public relations, publicity and outdoor advertising, each of which is individually processed. Last component of thesis deals with consumers and the importance of studying their needs, motives and attitudes in order to understand consumers and their behavior, and developing long-term relationships with them. It shows the evolution of marketing and customer relations, and provides some new concepts of marketing directed at consumers. The end of thesis provides a conclusion of the entire studied content.
Parallel keywords (Croatian)integrirana marketinška komunikacija potrošači marketing komunikacija
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:364533
CommitterGordana Kradijan