prikaz prve stranice dokumenta INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA
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master's thesis
INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA
2020. urn:nbn:hr:165:998367
Janković, Sanja
Virovitica University of Applied Sciences

Cite this document

Janković, S. (2020). INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA (Master's thesis). Virovitica: Virovitica University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:165:998367

Janković, Sanja. "INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA." Master's thesis, Virovitica University of Applied Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:165:998367

Janković, Sanja. "INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA." Master's thesis, Virovitica University of Applied Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:165:998367

Janković, S. (2020). 'INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA', Master's thesis, Virovitica University of Applied Sciences, accessed 11 April 2024, https://urn.nsk.hr/urn:nbn:hr:165:998367

Janković S. INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA [Master's thesis]. Virovitica: Virovitica University of Applied Sciences; 2020 [cited 2024 April 11] Available at: https://urn.nsk.hr/urn:nbn:hr:165:998367

S. Janković, "INTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA", Master's thesis, Virovitica University of Applied Sciences, Virovitica, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:165:998367

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Metadata
TitleINTEGRIRANA MARKETINŠKA KOMUNIKACIJA U MALIM I SREDNJIM PODUZEĆIMA
Title (english)INTEGRATED MARKETING COMMUNICATION IN SMALL AND MEDIUM-SIZED ENTERPRISES
AuthorSanja Janković
MentorNeven Garača (mentor)
GranterVirovitica University of Applied Sciences
Virovitica
Defense date and country2020-11-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
U radu se teorijski obrađuje naslovljena tema integrirane marketinške komunikacije u malim i srednjim poduzećima s praktičnim primjerom iz prakse. Integrirana marketinška komunikacija (IMK) je proces razvoja i primjene različitih oblika persuazivne komunikacije s potrošačima i potencijalnim kupcima u određenom vremenu. Uvođenje integrirane marketinške komunikacije sa svojim konceptom pomoći pošiljateljima da govore jednim glasom bio je korak naprijed u razvoju marketinške komunikacije. Cilj joj je osigurati dosljednost poruke koja se prenosi putem kombinacije komunikacijskih alata kao što su oglašavanje, promocija prodaje, izravni marketing, odnosi s javnošću, internetska komunikacija itd. Uloga malih i srednjih poduzeća u gospodarstvu Hrvatske je neosporna i godinama stabilna: u promatranoj godini (2018.) mala i srednja poduzeća i dalje su najveći poslodavac u Hrvatskoj (72,2 %), imaju najveći udio u ukupnom broju poduzeća (99,7 %), značajno doprinose ukupnim prihodima (58 %) i izvoznim aktivnostima zemlje (53 %). Grafiti Becker d.o.o. iz Virovitice kao malo i srednje poduzeće uspješno primjenjuje koncept integrirane marketinške komunikacije.
Abstract (english)
The paper theoretically deals with the title of the topic of integrated marketing communication in small and medium-sized enterprises with an example from practice. Integrated marketing communication (IMC) is the process of developing and applying various forms of persuasive communication with consumers and potential customers over time. The introduction of integrated marketing communication with its concept of helping senders to speak with one voice was a step forward in the development of marketing communication. It aims to ensure the consistency of the message conveyed through a combination of communication tools such as advertising, sales promotion, direct marketing, public relations, internet communication, etc. The role of small and medium enterprises in the Croatian economy is indisputable and stable for years: in the observed year (2018) small and medium-sized enterprises are still the largest employer in Croatia (72.2%), having the largest share in the total number of enterprises (99.7%), significantly contribute to total revenues (58%) and export activities of the country (53%). Graffiti Becker d.o.o. from Virovitica as a small and medium-sized enterprise successfully applies the concept of integrated marketing communication.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:165:998367
Study programmeTitle: Management: Destination Management, Management of Small and Medium-Sized Enterpriseses; specializations in: Destination Management, Management in Small and Medium-Sized Enterprises
Course: Management in Small and Medium-Sized Enterprises
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 on2020-12-15 12:47:42