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master's thesis
Integrirana marketinška komunikacija i globalno oglašavanje
2023. urn:nbn:hr:137:243669
Babić, Kristijan
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Babić, K. (2023). Integrirana marketinška komunikacija i globalno oglašavanje (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:243669

Babić, Kristijan. "Integrirana marketinška komunikacija i globalno oglašavanje." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:243669

Babić, Kristijan. "Integrirana marketinška komunikacija i globalno oglašavanje." Master's thesis, University of Pula, 2023. https://urn.nsk.hr/urn:nbn:hr:137:243669

Babić, K. (2023). 'Integrirana marketinška komunikacija i globalno oglašavanje', Master's thesis, University of Pula, accessed 10 May 2024, https://urn.nsk.hr/urn:nbn:hr:137:243669

Babić K. Integrirana marketinška komunikacija i globalno oglašavanje [Master's thesis]. Pula: University of Pula; 2023 [cited 2024 May 10] Available at: https://urn.nsk.hr/urn:nbn:hr:137:243669

K. Babić, "Integrirana marketinška komunikacija i globalno oglašavanje", Master's thesis, University of Pula, Pula, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:137:243669

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Metadata
TitleIntegrirana marketinška komunikacija i globalno oglašavanje
Title (english)Integrated marketing communication and global advertising
AuthorKristijan Babić
MentorDanijela Križman Pavlović (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2023-09-05, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Cilj ovog diplomskog rada je teorijski obraditi i prikazati integriranu marketinšku komunikaciju i globalno oglašavanje. Na početku rada objašnjene su teorijske odrednice međunarodnog marketinga i elementi promidžbenog miksa. Glavni elementi integrirane marketinške komunikacije koje su obrađene u radu su oglašavanje i odnosi s javnošću. Također, opisane su neke teorijske odrednice unaprjeđenja prodaje i osobne prodaje. Na kraju rada je analizirano kako se primjenjuje integrirana marketinška komunikacija i globalno oglašavanje u poslovnoj praksi, a poduzeće koje je uzeto za primjer je Interzero koje je prisutno u više europskih zemalja. Na kraju poglavlja nalazi se kritički osvrt autora rada.
Abstract (english)
The aim of this thesis is to theoretically process and present integrated marketing communication and global advertising.. At the beginning of the thesis, the theoretical determinants of international marketing and the elements of the promotional mix are explained. The main elements of Integrated Marketing Communication that are covered in the paper are advertising and public relations. Some theoretical determinants of sales promotion and personal selling are also described. At the end of the thesis, it was analyzed how integrated marketing communication and global advertising are applied in business practice. The company taken as an example is Interzero, which is present in several European countries. At the end of the chapter there is a critical review of the author of the thesis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:243669
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 on2023-09-06 08:45:36