Povezanost marketinške strategije i organizacijske strukture

master's thesis

• Title (english): The link between marketing strategy and organizational structure
• Author: Marijana Kajkić
• Mentor: Ante Vuletić (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet ovog rada odnosi se na proučavanje povezanosti između različitih vrsta organizacijskih struktura te marketinških strategija organizacija. Cilj rada je istaknuti elemente i karakteristike koje upućuju na direktnu povezanost određene marketinške strategije sa odgovarajućom organizacijskom strukturom i obrnuto, te na temelju više primjera uočiti kakva je povezanost marketinške strategije i organizacijske strukture.
U početnim poglavljima rada planiraju se razraditi i definirati osnovni pojmovi, kao što su organizacijska struktura, ključni elementi organizacijske strukture, vrste organizacijskih struktura, ali i što je to strategija, koje vrste konkretno marketinških strategija postoje te kako se upravlja pojedinim organizacijskim strukturama i marketinškim strategijama.
Na temelju dobrog razumijevanja osnovnih elemenata, na kraju rada, u sklopu istraživanja će se putem metode studije slučaja poduzeća identificirati povezanost marketinške strategije i organizacijske strukture.
U radu će se provesti istraživanje pomoću metode studije slučaja. Cilj je usporediti primjere poduzeća koja su u zadnjih par godina promijenila vlastite marketinške strategije te sukladno tome identificirati i njihove promjene u organizacijskoj strukturi. Temeljem toga se jasno treba vidjeti kakva je veza između marketinške strategije i organizacijske strukture

Abstract (english)

The main issues that will be discussed in this paper concerns the study of the relationship between different types of organizational structures and marketing strategies of organizations. The main goal of this work is in addition to get familiar with the basic elements of organization and marketing strategies, to underline the elements and characteristics that suggest a direct link between specific marketing strategies for appropriate organizational structure and vice versa, and also the goal is to show on a few examples of companies how does this relationship between marketing strategy and organizational structure work.
In the first chapters of the work is planned to develop and define the basic concepts, such as organizational structure, key elements of the organizational structure, the types of organizational structures, but also a strategy, what kind of specific marketing strategies are there and how to manage specific organizational structures and marketing strategies .
Based on a good understanding of the basic elements, the end of the work within the research plans to prepare a case study of the companies based on which it can be identified the connection between marketing strategy and organizational structure.
The goal of the research is to compare case study of the companies that have in recent years changed its own marketing strategy, based on which can be identified the changes in the structure of given organizations. Based on the research it should be clear how does this connection between marketing strategy and organizational structure work.

• Keywords: marketing; strategije marketinga; organizacijska struktura; integracija marketinga; funkcija marketinške strategije
• Keywords (english): marketing; marketing strategies; organizational structure; marketing integration; marketing strategy function
• Language: croatian
• URN:NBN: urn:nbn:hr:148:370263
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-13 12:38:33