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undergraduate thesis
PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND
Završni rad
2020. urn:nbn:hr:124:063402
Marković, Ana
University of Split
Faculty of economics Split

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Marković, A. (2020). PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:063402

Marković, Ana. "PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:063402

Marković, Ana. "PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:063402

Marković, A. (2020). 'PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:063402

Marković A. PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:124:063402

A. Marković, "PROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:063402

Metadata
TitlePROMOCIJSKE AKTIVNOSTI NA PRIMJERU TVRTKE KAUFLAND : Završni rad
AuthorAna Marković
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Problem istraživanja ovog rada bio je utvrditi i definirati promocijske aktivnosti općenito te obraditi njihovu primjenu u tvrtki Kaufland. U radu je definirana promocija, njezini ciljevi,oblici i upravljanje promocijom. Promocija je dio marketinga koji u suvremenom društvu postaje sve važniji za poslovanje poduzeća. Promocijske aktivnosti tvrtkama su ključne za postizanje uspjeha na tržištu, dobro plasiranje proizvoda ili za uspješnu borbu s konkurencijom. Nadalje,detaljno su analizirane promocijske aktivnosti oglašavanja, unaprjeđenja prodaje, osobne prodaje, direktnog marketinga, promocije putem interneta i odnosa s javnošću te publiciteta na primjeru razmatrane tvrtke. Kaufland navedene promocijske aktivnosti koristi na vješt i kreativan način te promocijom unaprjeđuje svoje poslovanje, jača svojumarku i osvaja nova tržišta. Njihovom analizom došlo se dozaključka da marketing stručnjaci tvrtke vješto kreiraju promotivni sadržaj, dobro raspoređuju promocijski budžet i uspješno pozicioniraju tvrtku na lidersko mjesto maloprodajnog lanca u Hrvatskoj.
Abstract (english)
The topic of this final work is "Promotional activities on the example of Kaufland". In the first part of this work,it was written about the research problem, the subject of research andwork goals.The resarch problem of this work was to identify and define promotional activities in general and to process their application in Kaufland. The second part of the paper defined promotion, it`s goals and promotion management.Promotion is a part of marketing that in modern society is becoming increasingly important for business operations.Promotional activities for companies are key to achieving success in the market, good product placement or to successfully fight the competition. In the third part of the paper, the types of promotional mix are defined. Advertising, sales promotion, personal sales, public relations and publicity, direct marketing and promotion via the Internet are generally defined and processed. The fourth part is a key part of the work, which deals with the application of promotional activities on the example of Kaufland.All forms of promotional activities, which are listed in the third part, are outlined in the fourth part in the example of this company.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:063402
Study programmeTitle: Small enterprise management
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2020-09-24 07:24:39