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master's thesis
METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE
Diplomski rad
2017. urn:nbn:hr:124:210405
Kvinta, Nina
University of Split
Faculty of economics Split

Cite this document

Kvinta, N. (2017). METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:210405

Kvinta, Nina. "METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:210405

Kvinta, Nina. "METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:210405

Kvinta, N. (2017). 'METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 16 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:210405

Kvinta N. METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 April 16] Available at: https://urn.nsk.hr/urn:nbn:hr:124:210405

N. Kvinta, "METRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:210405

Metadata
TitleMETRIKE MARKETINGA U PROCESU REPOZICIONIRANJA DRUŠTVA ZA OSIGURANJE : Diplomski rad
AuthorNina Kvinta
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Društva za osiguranje preuzimaju rizike uz premiju. Izgradnja imidža je ključna za održivi rast i opstanak na tržištu. Zbog posljedica krize i promjene trendova te kulturnih odlika tržišta uočena je potreba za repozicioniranjem društava za osiguranje na tržištu Hrvatske. Pri donošenju odluka o repozicioniranju poželjno je oslanjati se na metrike marketinga jer one omogućuju kvalitetno donošenje odluka i optimizaciju procesa repozicioniranja. Metrike marketinga kombinacijom osiguravaju detaljnu analizu poslovanja i procjena perspektiva. U budućnosti se očekuje povećanje značaja i primjene metrika u upravljanju poslovanjem osiguravajućih društava zbog povećanja turbulentnosti trendova okruženja te liberalizacije i internacionalizacije tržišta. Croatia osiguranje je lider hrvatskog osigurateljnog tržišta koje za očuvanje takve pozicije i jačanja pozitivnog imidža kao osnove održivog rasta treba temeljem uočenih rezultata metrika marketinga prilagoditi elemente marketinškog miksa.
Abstract (english)
Insurance companies take risks in order to make profit. Building an image is key to sustainable growth and survival in the market. Due to the effects of the crisis and changes in trends and cultural characteristics of the market, the need for repositioning insurance companies on the Croatian market was noticed. When deciding on repositioning, it is desirable to rely on marketing metrics as they enable quality decision making and optimization of the repositioning process. Metrics marketing combinations provide detailed business analysis and prospect estimates. In the future, it is expected to increase the importance and application of metrics in managing the operations of insurance companies due to the increasing turbulence of the environment trends and the liberalization and internalisation of the market. Croatia Osiguranje is the leader of the Croatian insurance market which, in order to preserve such position and improve the image, as a basis for sustainable growth, should make decisionsons based on the results of the marketing metrics and adjusted elements of the marketing mix.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:210405
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-12-03 09:43:21