master's thesis
Promotion in the internal marketing on the example of the company Ina d.d.

Nenad Savović (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitlePromocija u internom marketingu na primjeru poduzeća Ina d.d.
AuthorNenad Savović
Mentor(s)Erik Ružić (thesis advisor)
Abstract
U ovom radu obrađena je tema interne marketinške promocije na primjeru poduzeća Ina d.d. Promocijom se može utjecati na stavove zaposlenika prema proizvodu tvrtke, te samim time stvoriti pozitivnu svijest o brendu organizacije. Promocijom se izbjegava nesigurnost, manjak motivacije među zaposlenicima, te je postala jedan od glavnih faktora komparativne vrijednosti kompanije. Cilj ovog rada je utvrditi kojim se instrumentima interne komunikacije\promocije koriste u poduzeću Ina d.d., te analizirati faktore koji utječu na zadovoljstvo zaposlenika poslom i internom komunikacijom. U teorijskom dijelu rada prikazana je teoretska razrada osnovnih pojmova koncepta internog marketinga, koncepta marketing mixa, te njihova primjena u poduzeću Ina d.d.. Drugim dijelom rada pomoću empirijskog istraživanja analizirani su faktori koji utječu na zadovoljstvo zaposlenika poslom i internom komunikacijom. Organizacije koje uspješno i učinkovito komuniciraju sa svojim zaposlenicima i s njima razvijaju kvalitetne odnose imaju zadovoljnije, angažiranije i produktivnije zaposlenike, imaju bolju reputaciju, lojalnije kupce i ostvaruju bolje financijske rezultate.
Parallel title (English)Promotion in the internal marketing on the example of the company Ina d.d.
Committee MembersDražen Alerić (committee member)
Erik Ružić (committee member)
Dragan Benazić (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 levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationFinancial Management
Academic title abbreviationmag.oec.
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-02-16
Parallel abstract (English)
This paper elaborates the theme of internal marketing promotion taking the example of Ina d.d. company. Promotion can influence the attitude of the employees towards the product of the company and, therefore, create positive consciousness of the brand of the organization. Promotion avoids uncertainty, lack of motivation among the employees and it has become one of the main factors of the comparative value of a company. The objective of this paper is to state what instruments of internal communication/promotion are used by the Ina d.d. enterprise, analyze the factors influencing the satisfaction of the employees with their work and internal communication. The theoretical part of the work elaborates the main terms of internal marketing concept, marketing mix concept and their application by Ina d.d. company. The second part of the paper, through an empiric research, the factors influencing the satisfaction of the employees with their work and internal communication have been analyzed. Organizations that communicate with their employees with success and efficiency and develop quality relationships with them, have more satisfied, better involved and productive employees, have better reputation and more loyal customers and get better financial results.
Parallel keywords (Croatian)Interni marketing interna komunikacija Ina d.d. selekcija zaposlenika
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:978375
CommitterBarbara Dušan