Access restricted to higher education institution's students and staff
undergraduate thesis
Gerila marketing

Mia Mihić (2016)
Metadata
TitleGerila marketing
AuthorMia Mihić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Cilj svakog poduzetnika je ostvariti veći promet i to naravno bez dodatnih marketinških troškova. Tako se u današnje vrijeme u marketingu sve češće koristi pojam „Gerila marketing“. Gerila marketing nekonvencionalan je marketing, koji, uz minimalna financijska ulaganja, ostvaruje maksimalne učinke koristeći razne promocijske aktivnosti koje su inovativne i netipične za tradicionalni marketing, a ostavljajući šokantne i zanimljive poruke, postaje primjećen od strane potrošača. Budući da smo u današnje vrijeme izloženi oglasima, a da ponekad toga nismo niti svjesni, mnogi promidžbeni sadržaji postali su većini odbojni i dosadni. Upravo je gerila marketing zaslužan za privlačenje pažnje potrošača raznim iznenaĎenjima, a isključujući konvencionalne komunikacijska rješenja koja u današnjem svijetu marketing, jednostavno, više nisu dovoljna. Budući da gerila marketing ne zahtjeva izdvajanje velikih količina novčanih sredstava, prvenstveno je namijenjen malim poduzećima, iako ga danas, zbog sve veće zainteresiranosti i prodiranja u javnost, koriste i velika poduzeća. Danas je gerila marketing sve više prihvaćen kako od strane stručnjaka tako i od strane potrošača, a pogotovo mlađih generacija na koje gerila marketing ostavlja poseban dojam jer u velikoj količini dosadnih i odbojnih oglasa, upravo gerila marketing unosi dozu inovativnosti i kreativnosti u današnji svijet marketinga.
KeywordsGuerilla marketing unconventional marketing
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Josip Mesarić (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 levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-19
Parallel abstract (English)
The goal of every entrepreneur is to achieve as high an income as possible, without any additional costs. This is the reason why the term "guerilla marketing" is nowadays often used in the marketing field. Guerilla marketing is an unconventional type of marketing which reaches maximum effects with minimal financial investments. It uses various promotional activities which are usually innovative and non-typical in traditional marketing and it also leaves shocking and interesting messages which can be easily noticed by the consumers. Since people are exposed to various advertisements without even being aware of it, many promotional contents have become repulsive and boring for them. This is why guerilla marketing attracts a lot of attention with various surprises and doesn't use conventional communication solutions which are simply not enough in today's world. Guerilla marketing is primarily intended for smaller businesses since it doesn't require big amounts of money, but the big companies are also interested in its success with the public so they use it as well. Today, guerilla marketing is much more accepted among experts and consumers, especially among younger generations. It leaves an impression because it introduces innovative and creative content, different from the usual and boring advertisements present in today's world of marketing.
Parallel keywords (Croatian)gerila marketing nekonvencionalni marketing
Resource typetext
Access conditionAccess restricted to higher education institution's students and staff
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
NoteKljučne riječi izdvojio knjižničar
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:206895
CommitterGordana Kradijan