undergraduate thesis
Internal marketing in Plava Laguna

Lara Gregorović (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleInterni marketing u poduzeću Plava Laguna d.d.
AuthorLara Gregorović
Mentor(s)Ariana Nefat (thesis advisor)
Abstract
S brzim poslovnim promjenama i suočavanjem s rizikom ali i mogućnostima, opstanak poduzeća, ali i njegov napredak uvelike ovisi o mogućnostima poduzeća da se prilagodi zahtjevima tržišta. Upravo zbog toga, glavni nositelji promjena u poduzeću jesu ljudski resursi, odnosno zaposlenici, koji stvaraju, prenose viziju i strategiju. Većina poduzeća ulaže velike napore na marketinške aktivnosti na eksternom tržištu odnosno prema potrošačima, ali podjednako je važno provoditi koncept internog marketinga, odnosno prema internom tržištu, svojim zaposlenicima. Interni marketing tako predstavlja aktivnosti poduzeća koja su usmjerena na edukaciju i motiviranje zaposlenika koji se nalaze u direktnom kontaktu s kupcima, te marketinške napore poduzeća prema zaposlenicima s ciljem motiviranja i zadržavanja najboljih ljudi koji će poslove obavljati na najbolji mogući način. Ovim radom ukazuje se na potrebu i važnost internog marketinga u svakodnevnom poslovanju poduzeća, odnosno njegove ciljeve i važnost internog marketinga u odnosu na zaposlenike. Cilj internog marketinga je da se među zaposlenicima izgradi svijest o važnosti pružanja kvalitetne usluge kupcima, ali i o ulozi koju oni sami imaju u procesu usluživanja. Provedba internog marketinga prikazana je na primjeru poduzeća Plava laguna d.d. koja kao jedna od vodećih turističkih tvrtki nastoji uspješno provoditi primjenu internog marketinga kroz odabir, edukaciju, trening, motivaciju i nagrađivanje zaposlenika. Dakle, važnost internog marketinga i njegova kvaliteta donosi mnoge prednosti, potiče zaposlenike da pružaju bolje rezultate i poboljšava njihov osobni i profesionalan razvoj, što u konačnici rezultira povećanjem zadovoljstva zaposlenika, a čija kvaliteta utječe na zadovoljstvo kupaca.
Keywordsinternal marketing marketing activities employees Plava Laguna d.d.
Parallel title (English)Internal marketing in Plava Laguna
Committee MembersLenko Uravić (committee chairperson)
Ariana Nefat (committee member)
Dražen Alerić (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 specializationManagement and Entrepreneurship
Academic title abbreviationuniv.bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-28
Parallel abstract (English)
With the rapid business changes and facing the risk but also the opportunities, the survival of the company, but also its progress largely depends on the capabilities of the corporation to adapt to market demands. Precisely because of this, the main agents of change in the company are human resources, respectively its employees, who create, transmit vision and strategy. Most companies make great efforts on marketing activities on the external market, respectively to consumers, but it is equally important to implement the concept of internal marketing, respectively to internal market, to its employees. Internal marketing not only represents activities of the company that are focused on educating and motivating employees who are in direct contact with customers, but also marketing efforts of the company towards employees with the aim to motivate and retain the best people in order to perform tasks in the best possible way. This thesis points out the importance of internal marketing in the daily business enterprises, respectively its objectives and the importance of internal marketing in relation to employees. The goal of internal marketing is to build awareness among employees about the importance of providing quality customer service, but also on the role that they themselves have in the customer service process. The implementation of internal marketing is presented on the example of Plava Laguna Joint stock company, as one of the leading tourist companies that strives to successfully implement the application of internal marketing through selection, education, training, motivation and rewarding employees. Therefore, the importance of internal marketing and its quality brings many benefits, encourages employees to provide better results and improves their personal and professional development, which ultimately results in increased employee satisfaction, whose quality therefore affects customer satisfaction.
Parallel keywords (Croatian)interni marketing marketinške aktivnosti zaposlenici Plava laguna d.d.
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:549504
CommitterTihana Gerić