Importance of benchmarking in creating sustainable marketing strategy

završni rad

• Autor: Nika Renko
• Mentor: Mirko Palić (mentor)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Ekonomski fakultet; (Katedra za marketing); Zagreb
• Datum i država obrane: 2023-09-26, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Ekonomija; Marketing

Sažetak

With increasing competition and changing consumer demands, organizations need to adopt sustainable marketing practices to ensure long-term success. Benchmarking, as a strategic tool, enables companies to analyze their competitors, identify industry best practices, and improve their own marketing efforts. Since consumers increasingly have shown interests in environmental, social and governance sustainability, the practice of sustainable marketing should include consideration of sustainability issues. Sustainable marketing requires companies to consider the environmental and social consequences of their business models in a long-term. The purpose of this thesis is to investigate the role of benchmarking in improving marketing strategy in a sustainable way. The research methodology includes a case study approach investigating successful implementation of benchmarking in improving sustainable marketing strategy in two successful companies from different industries. The results confirmed.

• Ključne riječi: benchmarking; sustainability; marketing strategy; improvement
• Jezik: engleski
• URN:NBN: urn:nbn:hr:148:487426
• Studijski program: Naziv: Bachelor Degree in Business; Vrsta studija: sveučilišni; Stupanj studija: preddiplomski; Akademski / stručni naziv: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (univ.bacc.oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Pristup svim korisnicima iz sustava znanosti i visokog obrazovanja RH
• Datum i vrijeme pohrane: 2023-09-27 09:39:57