Integrirana marketinška komunikacija maloprodavača

master's thesis

• Title (english): Integrated marketing communication of retailer
• Author: Lea Zaher
• Mentor: Dario Dunković (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Maloprodaja je u poslijednjih nekoliko godina doživjela značajne promjene te su se maloprodavači odmaknuli od tradicionalnog pristupa poslovanja. Maloprodavači su uvidjeli važnost inovacija i znanja kao ključnog faktora za uspješnost poslovanja te uspostavljaju održivu konkurentsku prednost kao ključ za postizanje dugoročne financijske stabilnosti. U suvremenom vremenu neograničene dostupnosti podataka kupci su postali informiraniji te je komunikacija jedinstvena aktivnost kojom se stvaraju odnosi između maloprodavača i kupaca.
Iz tog razloga temeljni cilj rada je istražiti učinak integrirane marketinške komunikacije na predodžbu kupaca o maloprodavaču te povezati sekundarno istraživanje sa empirijskim kako bi se utvrdila povezanost odnosno stvarni stavovi kupaca.
U prvom djelu rada provedeno je sekundarno istraživanje uz pomoć navedene literature kako bi objasnili na koji način komunikacijski program treba biti oblikovan kako bi maloprodavač uspješno proveo zadane ciljeve. U suvremenoj trgovini, porasla je važnost marketinške komunikacije uslijed čega je stvoren novi koncept – integrirana marketinška komunikacija, koja je središnja tema ovog rada. Ona uključuje koordinaciju svih marketinških aktivnosti s ciljem postizanja sinergijskog učinka. Jedan od osnovnih ciljeva integrirane marketinške komunikacije je stvaranje imidža maloprodavača, koji je važan za pridobivanje lojalnosti kupaca. Konkurencija u području maloprodaje je toliko velika da stvaranje brenda maloprodavača predstavlja jedan od najvrjednijih oblika neopipljive imovine, te ima izravan utjecaj na porast prihoda i profitabilnosti te porast moći.
Rezultati empirijskog istraživanja pokazuju velik utjecaj integrirane marketinške komunikacije na uspjeh i rast maloprodavača, stavovi kupaca mogu biti pozitivni i negativni, te kupci u večini slučajeva nisu lojalni maloprodavaču što je utjecaj velikog broja dostupnih informacija.

Abstract (english)

In the last couple of years, retail business has changed immensely and retail salespersons have diverged from their traditional approach. They realized the importance of innovations and knowledge as the key factor for doing successful business, thus they constantly try to maintain their competitive advantage in order to achieve financial stability. Considering the unlimited availability of information in modern world and the fact that customers have never been more informed, communication is the only activity for making and maintaining relationship between salesperson and customer.
For that reason, the aim of this paper is to examine the effect that integrated marketing communication has on the customers’ perception of the salesperson and to link the secondary with the empirical research, in order to understand actual customers’ attitude.
First part of the paper represents secondary research, using the listed literature, in order to explain the communication program which the salesperson needs for achieving his / her goals. In the field of modern commerce, the importance of marketing communication became extremely important, thus creating a new concept – integrated marketing communication (IMC), which is also the central theme of this paper. IMC includes coordination of all marketing activities, where the objective is achieving the synergic effect. One of the basic objectives of integrated marketing communication is the creation of the salesperson’s image, which is highly important for achieving customer’s loyalty. Retail competition has never been stronger than today, so creating the brand becomes one of the most valuable forms of intangible property and it has direct influence on the increase of the income, profitability and general power.
Results of the empirical research show the influence IMC has on the economic growth of the salesperson. Customers’ attitudes can be both positive and negative and, more often than not, they are not loyal to the salesperson, which is the result of accessibility of the information.

• Keywords: maloprodavač; integrirana marketinška komunikacija; imidž; brend maloprodavača
• Keywords (english): retail salesperson; integrated marketing communication; image; salesperson’s brand
• Language: croatian
• URN:NBN: urn:nbn:hr:148:922362
• 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: 2016-11-16 16:32:55