Pronalaženje najpovoljnijeg oblika integrirane marketinške komunikacije maloprodavača

master's thesis

• Title (english): Finding the capital form of intergrated marketing communication in retail
• Author: Ivana Tumpak
• Mentor: Dario Dunković (mentor)
• Committee member: Sanda Renko (predsjednik povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2016-07-07, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Društvene promjene te ubrzan razvoj novih tehnologija potaknula je potrebu za stvaranjem integrirane marketinške komunikacije maloprodavača. Samo oslanjanje na jednom obliku komunikacije često ne dovodi do željenih rezultata. Korištenjem integrirane marketinške komunikacije maloprodavači mogu preciznije utjecati na želje i potrebe kupaca. Profitabilnost maloprodavača povezana je s komunikacijom, odnosno potrebno je utvrditi koji su oblici komunikacije prihvatljivi s aspekta troškova, a da su istovremeno djelotvorniji od drugih. Empirijski se istražuju sklonosti kupaca o tome kako pojedini oblik utječe na njihovo privlačenje i stvaranje lojalnosti. Cilj je pronaći najpovoljniji oblik integrirane marketinške komunikacije između više mogućih oblika te utvrditi kako kupci reagiraju na određene oblike, što utječe na stvaranje dugoročnog odnosa s kupcima te na izgradnju marke maloprodavača.

Abstract (english)

Social changes and rapid development of new technologies stimulated the need to create retailers integrated marketing communication. Only relying on one form of communication often does not lead to the desired results. By using integrated marketing communication retailers can more accurately influence on customers wishes and needs. The profitability of retailers is associated with communication, and it is necessary to determine which forms of communications are acceptable in terms of costs, as well as being more effective than others. It is being empirically explored customers preferences on how particular form affects their attraction and creation of loyality. The goal is to fint the most convenient form of integrated marketing communication among multiple types and determine how customers react to certain forms, which affects on creating a long-term customers relationships and to build retailers brand.

• Keywords: komunikacija maloprodavača; integrirana marketinška komunikacija; oblici komunikacije; maloprodaja
• Keywords (english): retailers communication; integrated marketing communication; forms of communication; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:374402
• 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: 2016-11-17 12:41:25