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master's thesis
UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA
Diplomski rad
2021. urn:nbn:hr:124:632762
Butko, Matea
University of Split
Faculty of economics Split

Cite this document

Butko, M. (2021). UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:632762

Butko, Matea. "UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:632762

Butko, Matea. "UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:632762

Butko, M. (2021). 'UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:632762

Butko M. UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 November 30] Available at: https://urn.nsk.hr/urn:nbn:hr:124:632762

M. Butko, "UTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:632762

Metadata
TitleUTJECAJ MARKETINŠKE KOMUNIKACIJE NA VIDLJIVOST NEPROFITNIH ORGANIZACIJA : Diplomski rad
AuthorMatea Butko
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Kao što elementi marketinškog miksa moraju biti usklađeni, tako moraju biti i promocijske aktivnosti odnosno marketinška komunikacija. Marketinška komunikacija predstavlja proces prenošenja informacija, ideja i emocija od pošiljatelja do primatelja uz posredništvo medija s ciljem postizanja određenih efekata. Ima svoje korijene u profitnom sektoru te postoje brojni autori koji se bave istraživanjem njezinog utjecaja na poslovanje i stvaranju imidža odnosno prepoznatljivosti poduzeća. Razvojem neprofitnog sektora javlja se potreba i važnost primjene marketinške komunikacije i u neprofitnim organizacijama. Jedan od osnovnih problema kod neprofitnih organizacija je nemjerljivost njihovih učinaka. Generalno govoreći može se reći da postoji slabija prihvaćenost i primjena marketinške komunikacije u neprofitnom sektoru. Zbog je toga predmet ovog istraživanja utjecaj marketinške komunikacije na vidljivost neprofitnih organizacija. Istraživanje uz primjenu metoda mjerenja učinkovitosti marketinške komunikacije vrši se na primjeru Udruge Srce iz Splita.
Abstract (english)
Just as the elements of the marketing mix must be harmonized, so must the promotional activities or marketing communication. Marketing communication is the process of transmitting information, ideas and emotions from sender to recipient through the mediation of the media in order to achieve certain effects. It has its roots in the profit sector and there are numerous authors that research its impact on business and create the image or recognition of companies. With the development of the non-profit sector, there is a need and importance for the application of marketing communication in non-profit organizations as well. One of the basic problems with nonprofits is the immeasurability of their effects. Generally speaking, it can be said that there is a weaker acceptance and application of marketing communication in the non-profit sector. Therefore, the subject of this research is the impact of marketing communication on the visibility of non-profit organizations. The research with the application of methods for measuring the effectiveness of marketing communication is conducted on an example of the Association Srce from Split.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:632762
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-03 13:32:05