undergraduate thesis
Integrated marketing communication for small enterprises: A case study of Allinum

Mateja Pikec (2016)
Sveučilište Sjever
Sveučilišni centar Varaždin
Odjel za multimediju, oblikovanje i primjenu
Metadata
TitleIntegrirana marketinška komunikacija za mala poduzeća na primjeru tvrtke Allium
AuthorMateja Pikec
Mentor(s)Darijo Čerepinko (thesis advisor)
Abstract
Tema ovog rada bavi se najvećim pitanjem svakog poduzetnika, ili marketing stručnjaka, što je sve potrebno učiniti kako bi poduzeća postala uspješna i konkurentna na tržištu. Marketing kao disciplina koja razmatra i definira ideje kao i rješenja kojima postići definirane ciljeve svakog poduzeća, u konačnici to je uvijek prodaja proizvoda no nije samo to važno kod uspješnog poslovanja. Marketing komunikacija polazi od potrošača, smatra se kako je potrošač zapravo i ishodište svih ostalih aktivnosti u oglašavanju. Poznavati kupca ne znači samo znati spol, dob i zanimanje, nego i niz drugih karakteristika. U današnje vrijeme, kada je informacija garancija uspjeha, sa kupcima možemo uspješno komunicirati samo ako ih zanima to što im govorimo. Rad predlaže idejna rješenja kojima bi se dosegli marketinški ciljevi tvrtke Allium, upravo držeći se definiranih koraka u planu oglašavanja, koje bi tvrtka trebala nastojati ispuniti kako bi težnja i želja za brendom imala dostojne temelje te bi dala nadu za postupno ispunjavanje dugoročnih ciljeva.
Keywordsmarketing marketing communication advertising brand image company/SME(small to medium enterprise) advertising campaign
Parallel title (English)Integrated marketing communication for small enterprises: A case study of Allinum
Committee MembersRobert Geček (committee chairperson)
Mario Periša (committee member)
Darijo Čerepinko (committee member)
GranterSveučilište Sjever
Lower level organizational unitsSveučilišni centar Varaždin
Odjel za multimediju, oblikovanje i primjenu
PlaceKoprivnica
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Communicology
Study programme typeprofessional
Study levelundergraduate
Study programmeGraphical Studies: Multimedia, Design and Application
Academic title abbreviationbacc. ing. techn. graph.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-29
Parallel abstract (English)
Subject of this thesis is questioning the greatest question of every small to medium enterprise and marketing expert. What is needed to be done to make company successful and competitive on the market. Marketing is a field that takes into account and defines ideas and solutions that we use to accomplish our predefined goals that each company sets for itself. In the end sales and sales revenue turn out to be the main goal, but they itself do not define successful business alone. Marketing communication starts with consumers. Consumers are the starting point for all other activities in marketing. To know your consumer is not just a phrase. It takes to know more than sex, age and occupation, more information is needed in this case. Now days, when information holds the keys to success, only way to talk to consumers is to make them interested in what we have to say. Thesis you have read presents ideas for achieving marketing goals set by company Allium, by relying on steps defined in marketing plan. This company should fulfill those steps if they want to be successful on the market and achieve the goals they have set.
Parallel keywords (Croatian)marketing marketing komunikacija oglašavanje brend imidž poduzeća/tvrtke reklamna kampanja
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:122:140295
CommitterJasna Kosić