undergraduate thesis
Etika u marketingu

Kristina Sendić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleEtika u marketingu
AuthorKristina Sendić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Od samih početaka etika i moral usađeni su u ljudsku svijest i ponašanje kao jedni od pozitivnih ljudskih vrlina. Shvaćanje etike i morala odvaja svaku jedinku zasebno te svatko na osobni način ocjenjuje i doživljava moralno ponašanje. Često dolazimo u dilemu što zapravo znače te riječi, stoga nam etika kao disciplina daje odgovore na nedoumice te stvara poveznicu između moralnih načela i društvene odgovornosti. Razvoj društva, poslovnog svijeta te ubrzana globalizacija za posljedicu je imala značajno razvijanje marketinga kao poslovne funkcije zbog prezasićenosti tržišta. Napretkom čovječanstva i sve većom osvijesćenošću ljudi osobito na važnosti dobiva i etika u marketinškom poslovanju kao jedno od osnovnih načela vođenja dobre poslovne politike koja garantira daljnji uspjeh. Danas, kada prezasićenost tržišta poduzećima, proizvoda i usluga predstavlja sve veći problem, stvara se velika bitka u osvajanju pažnje potrošača. Kako bi se poduzeće istaknulo iz mase i pridobilo potrošača, osobito je važno imati uspješno razrađenu marketing strategiju i na adekvatan način je provoditi. Sve veću ulogu u poslovanju i stvaranju pozitivne slike temeljem marketing strategije ima etičko ponašanje, djelovanje prema moralnim načelima te društvena odgovornost. Tako ovaj rad upravo govori etici te etici kao temelj oblikovanja marketinške strategije i načina poslovanja poduzeća.
Keywordsethics moral ethics in business ethics in marketing
Committee MembersMane Medić (committee chairperson)
Blaženka Hadrović Zekić (committee member)
Dražen Ćućić (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
General Economy
Study programme typeuniversity
Study levelundergraduate
Study programmeMarketing
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-14
Parallel abstract (English)
Since forever people’s behavior and conscious is based on ethics and moral, known as positive characteristics. Awareness of these characteristics is individual as everybody appreciates moral behavior from an own point of view. But what does moral or ethics mean? Ethics as an own discipline provides us an opportunity to answer some questions and disprove doubts. According to these results there is a linkage between moral principles and social responsibilities. The new way of life, caused by the society’s and economic development furthermore also the accelerated globalization, had a big impact on marketing. Especially because of market saturation. Peoples’s rising awareness and compassion reflects on ethics in business and of course on marketing as well. Fundamental for a successful performance and trading policy is to integrate these characteristics into business. The problem is that nowadays market segments are full of companies, goods and services. This saturation leads to a business war for the consumer’s attention. With a well-grounded and thus appropriate implementation of marketing strategies, which are characterized by ethic behavior, a company is more likely to stick out in a positive way. This work is about ethics, especially about ethics as a fundamental property in a professional objective and associated minor targets, focused on the marketing strategy.
Parallel keywords (Croatian)etika moral etika u poslovanju etika u marketingu
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:145:909546
CommitterDalija Vetengl