Analiza interaktivne marketinške komunikacije maloprodajnih lanaca u Hrvatskoj

master's thesis

• Title (english): Analysis of interactive marketing communication of retail chains in Croatia
• Author: Nikolina Halužan
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Mirko Palić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Povećanjem broja maloprodavača u Hrvatskoj povećala se i potreba za drugim načinima marketinške komunikacije s potrošačima te se tako veliki broj trgovaca na malo odlučio na interaktivnu marketinšku komunikaciju kako bi bili što konkurentniji na tržištu. Interaktivni marketing je pristup marketingu, koji polazi upravo od potrošača koji je precizno identificiran (imenom, prezimenom, potrebama, lokacijom i sl.), te rješava njegov konkretan problem. U srži interaktivne marketinške komunikacije je dvosmjerna razmjena informacija. Cilj diplomskog rada je analizirati na koji su način maloprodajni trgovački lanci kao što su Lidl i Kaufland implementirali interaktivnu marketinšku komunikaciju u svoje poslovanje te koji su učinci te vrste marketinške komunikacije. Radi ostvarivanja postavljenih ciljeva proveden je dubinski intervju sa zaposlenicima marketinškog odjela dva maloprodajna trgovačka lanca da se utvrdi na koji način primjenjuju interaktivnu komunikaciju. Istraživanje je pokazalo da se oba promatrana lanca slažu sa tim da je interaktivnost u središnju marketinške strategije današnjice, a interakcija ne postoji bez komunikacije koja ide u oba smjera bez ograničavanja. Stoga je važno da maloprodajni lanci stave fokus upravo na omogućavanje povratnih informacije, umjesto fokusa na 'guranje' informacija u jednom smjeru.

Abstract (english)

With the increase in the number of retailers in Croatia, the need for other ways of marketing communication with consumers also increased, and thus a large number of retailers decided on interactive marketing communication in order to be as competitive as possible on the market. Interactive marketing is an approach to marketing, which starts from the precisely identified consumer (by name, surname, needs, location, etc.), and solves his specific problem. At the core of interactive marketing communication is the two-way exchange of information. The aim of the thesis is to analyze how retail chains such as Lidl and Kaufland have implemented interactive marketing communication in their business and what are the effects of this type of marketing communication. In order to achieve the set goals, an in-depth interview was conducted with employees of the marketing department of two retail chains to determine how they use interactive communication. The research showed that both observed chains agree that interactivity is at the center of today's marketing strategy, and interaction does not exist without communication that goes in both directions without limitation. Therefore, it is important that retail chains focus on enabling feedback, instead of focusing on 'pushing' information in one direction.

• Keywords: Marketinška komunikacija; interaktivna komunikacija; maloprodaja
• Keywords (english): Marketing communication; interactive communication; retail
• Language: croatian
• URN:NBN: urn:nbn:hr:148:836456
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-27 12:44:48