prikaz prve stranice dokumenta Gerilski marketing
  Download
PDF 1.61 MB
master's thesis
Gerilski marketing
2023. urn:nbn:hr:137:443663
Lanca, Benjamin
University of Pula

Cite this document

Lanca, B. (2023). Gerilski marketing (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:443663

Lanca, Benjamin. "Gerilski marketing." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:443663

Lanca, Benjamin. "Gerilski marketing." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:443663

Lanca, B. (2023). 'Gerilski marketing', Master's thesis, University of Pula, accessed 29 April 2024, https://urn.nsk.hr/urn:nbn:hr:137:443663

Lanca B. Gerilski marketing [Master's thesis]. Pula: University of Pula; 2023 [cited 2024 April 29] Available at: https://urn.nsk.hr/urn:nbn:hr:137:443663

B. Lanca, "Gerilski marketing", Master's thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:443663

Please login to the repository to save this object to your list.
Metadata
TitleGerilski marketing
Title (english)Guerrilla marketing
AuthorBenjamin Lanca
MentorErik Ružić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberErik Ružić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
Pula
Defense date and country2023-04-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing je nekada predstavljao akciju na tržištu, a danas je to kompleksna podrška poslovanju i razvoju čitave organizacije. O njegovoj dinamici razvoja najbolje svjedoče brojne vrste koje su danas na raspolaganju, a generalno se razmatraju u domeni tradicionalnog i suvremenog marketinga. Jedna od vrsti suvremenog marketinga je gerilski marketing. To je suvremeni produkt koji optimalno zadovoljava trendove današnje okoline, potrebe suvremene ekonomije i zahtjeve današnjih dionika. Iako se primarno veže uz male organizacije, moguće ga je uspješno implementirati i na srednja te velika poduzeća. Česti primjeri danas su kombinirane marketinške koncepcije tradicionalnog i gerilskog marketinga na primjeru velikih organizacija. Cilj rada je istražiti značenje i ulogu marketinga u današnjici, uz poseban osvrt na gerilski marketing. Svrha je ovu vrstu analizirati na odabranom primjeru poduzeća i time ukazati na temeljne prednosti i nedostatke te na odnos naspram tradicionalnog marketinga.
Abstract (english)
In previous days and periods, marketing was just an action on market. Today, it is complex support to each organization in its business and development. There are numerous types of marketing today that confest about its development dinamic. Generally, we can talk about traditional and contemporary or modern marketing types. One of numerous types is guerrilla marketing. It is modern product that is correspodent to modern trends, contemporary economy and stakeholders. Today, there are also examples of combinated marketing konceptions, in the meaning of traditional and guerrilla in big organizations. The aim of the research is to understand and explain meaning of marketing in contemporary time. It is especially important to analyze guerrilla marketing. Duer that, there is example of Croatian organization that has implemented traditional and guerrilla marketing conception.
Keywords
Languagecroatian
URN:NBNurn:nbn:hr:137:443663
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-05 06:17:34