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professional thesis
Utjecaj integrirane marketinške komunikacije na imidž banke
2016. urn:nbn:hr:124:835134
Grčić Težulat, Tea
University of Split
Faculty of economics Split

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Grčić Težulat, T. (2016). Utjecaj integrirane marketinške komunikacije na imidž banke (Professional thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:835134

Grčić Težulat, Tea. "Utjecaj integrirane marketinške komunikacije na imidž banke." Professional thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:835134

Grčić Težulat, Tea. "Utjecaj integrirane marketinške komunikacije na imidž banke." Professional thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:835134

Grčić Težulat, T. (2016). 'Utjecaj integrirane marketinške komunikacije na imidž banke', Professional thesis, University of Split, Faculty of economics Split, accessed 27 September 2024, https://urn.nsk.hr/urn:nbn:hr:124:835134

Grčić Težulat T. Utjecaj integrirane marketinške komunikacije na imidž banke [Professional thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2024 September 27] Available at: https://urn.nsk.hr/urn:nbn:hr:124:835134

T. Grčić Težulat, "Utjecaj integrirane marketinške komunikacije na imidž banke", Professional thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:835134

Metadata
TitleUtjecaj integrirane marketinške komunikacije na imidž banke
AuthorTea Grčić Težulat
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu pristupa se cjelovitoj analizi utjecaja različitih oblika integrirane marketinške komunikacije (oglašavanje, unapređenje prodaje, sredstva unapređenja prodaje na prodajnom mjestu i uređenje poslovnice, internet, direktni marketing, odnosi s javnošću, publicitet i osobna prodaja) na imidž u bankarstvu. Daje se teorijska pozadina bankarstva, integrirane marketinške komunikacije, imidža i utjecaja oblika IMK na imidž, empirijski se istražuje utjecaj pojedinih oblika IMK na imidž banke te se prikazuje IMK na primjeru dvije banke u Hrvatskoj. Rezultati empirijskog istraživanja pokazuju da najveći utjecaj na imidž banke ima osobna prodaja, a potom odnosi s javnošću i oglašavanje. Utjecaj drugih oblika IMK (unapređenje prodaje, sredstva unapređenja prodaje na prodajnom mjestu i uređenje poslovnice, internet, direktni marketing i publicitet) na imidž banke nije statistički značajan.
Abstract (english)
The influence of different integrated marketing communications activities (advertising, sales promotion, POS materials and branch office interior, internet, direct marketing, PR, publicity and personal selling) on image in banks has been analysed in this paper. Theoretical concepts of banking business, integrated marketing communications, image and influence of IMC activities on image have been presented, as well as the IMC in two banks in Croatia while the influence of different IMC activities on image of banks has been examined empirically. The results of the empirical study indicate that personal selling has the highest influence on image in banks, followed by PR and advertising. The influence of other IMC activities (sales promotion, POS materials and branch office interior, internet, direct marketing, PR, publicity and personal selling) on image in banks is statistically insignificant.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:835134
Study programmeTitle: Postgraduate Programme Business Studies
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni specijalist ekonomije (sveučilišni specijalist ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-03-30 06:52:51