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undergraduate thesis
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Company communication activities focused on brand position of RED BULL
Samanta Stojanović (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleKomunikacijske aktivnosti poduzeća usmjerene na pozicioniranje marke RED BULL
AuthorSamanta Stojanović
Mentor(s)Dražen Alerić (thesis advisor)
Abstract
Tema ovog rada je Komunikacijske aktivnosti poduzeća usmjerene na pozicioniranje marke. Kod pozicioniranja marke u današnjem vremenu od velikog su značaja integrirane marketinške komunikacije. Integrirane marketinške komunikacije podrazumijevaju oblik komunikacije u kojoj se kombinacijom više marketinških modela razvija komunikacija s potrošačima i potencijalnim kupcima u određenom vremenu. U ovom radu definirani su pojmovi komunikacije, integrirane marketinške komunikacije, kao i pojam marke te pozicioniranje marke. Nakon što su definirani pojmovi, isti se primjenjuju na primjeru Red Bulla kao marke.
Keywordsintegrated marketing communication brand brand positioning Red Bull
Parallel title (English)Company communication activities focused on brand position of RED BULL
Committee MembersLenko Uravić (committee chairperson)
Dražen Alerić (committee member)
Erik Ružić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Economics; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics
Study specializationMarketing Management
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-11-28
Parallel abstract (English)
The theme of this paper is Communication activities of the company focused on brand positioning. Nowadays integrated marketing communications represent great importance for the company. Integrated marketing communications means a form of a communication that combines several marketing models to develop communication with costumers and potential costumers at a given time. This paper defines terms of communication, integrated marketing communications, as well as the concepts of the brand and its positioning. After the defined terms, the same are being applied in the case of Red Bull as a brand.
Parallel keywords (Croatian)integrirana marketinška komunikacija marka pozicioniranje marke Red Bull
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:522297