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master's thesis
Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu
2022. urn:nbn:hr:137:495479
Tomić, Josipa
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Tomić, J. (2022). Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:495479

Tomić, Josipa. "Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:495479

Tomić, Josipa. "Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu." Master's thesis, University of Pula, 2022. https://urn.nsk.hr/urn:nbn:hr:137:495479

Tomić, J. (2022). 'Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu', Master's thesis, University of Pula, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:495479

Tomić J. Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu [Master's thesis]. Pula: University of Pula; 2022 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:137:495479

J. Tomić, "Utjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu", Master's thesis, University of Pula, Pula, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:137:495479

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Metadata
TitleUtjecaj pandemije COVID-19 na marketinšku organizaciju poduzeća s naglaskom na e-trgovinu
Title (english)The Impact of the COVID-19 pandemic on Companies' Marketing Communication with an Emphasis on e-commerce
AuthorJosipa Tomić
MentorErik Ružić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberErik Ružić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2022-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Kritična situacija gura ljudsko ponašanje u različitim smjerovima. Pandemija bolesti COVID-19 dovela je do ekonomskih nestabilnosti koje su slutile na promjenu tržišne dinamike. Sve više pažnje se posvećuje ponašanju potrošača i faktorima koji utječu na potrošača pri donošenju odluke o kupnji. Rad istražuje utjecaj pandemije bolesti Covid-19 na marketinšku komunikaciju poduzeća s naglaskom na E-trgovinu. Kroz rad su definirani pojam, vrste i uloga marketinške komunikacije, te isto tako i pojam, vrste, prednosti i nedostaci E-trgovine. Iznesen je i utjecaj pandemije na svjetsku trgovinu te na ponašanje potrošača. U drugom dijelu rada izneseni su podatci provedenog istraživanja na uzorku od 70 poduzeća s E-trgovinom. Dobiveni rezultati su očekivani te su potvrdili istinitost činjenica i podataka iznesenih u teorijskom dijelu rada. Iako je uzorak relativno mali (70 poduzeća) ovo je do sada najveće istraživanje provedeno na ovu temu u Republici Hrvatskoj.
Abstract (english)
A critical situation pushes human behavior into different directions. The pandemic of the disease COVID-19 led to economic instability that foreshadowed a change in market dynamics. More attention is being paid to consumer behavior, as well as factors that influence the consumer himself when making the final purchase decision. The thesis investigates the impact of the Covid-19 pandemic on the marketing communication of companies with an emphasis on E-commerce. The paper defines the concept, types and role of marketing communication, as well as the concept, types, advantages and disadvantages of E-commerce. The impact of the pandemic on world trade and consumer behavior was also presented. In the second part of the thesis, the data of the research conducted on a sample of 70 companies with E-commerce is presented. The obtained results were expected and confirmed the statements and data presented in the theoretical part of the paper. Although the sample is relatively small (70 companies), this is so far the largest research conducted on this topic in the Republic of Croatia.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:495479
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 on2022-10-17 08:59:19