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master's thesis
UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA
Diplomski rad
2021. urn:nbn:hr:124:357200
Vuković, Lenko
University of Split
Faculty of economics Split

Cite this document

Vuković, L. (2021). UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:357200

Vuković, Lenko. "UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:357200

Vuković, Lenko. "UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:357200

Vuković, L. (2021). 'UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 30 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:357200

Vuković L. UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : 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:124:357200

L. Vuković, "UTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:357200

Metadata
TitleUTJECAJ GERILSKOG MARKETINGA NA PONAŠANJE POTROŠAČA : Diplomski rad
AuthorLenko Vuković
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
Gerilski marketing se primjenjuje korištenjem neuobičajenih i kreativnih marketinških strategija. Najveća prednost korištenja gerile je u tome što ostvaruje maksimalne rezultate pomoću minimalnih resursa. Ponašanje potrošača su svi procesi kroz koje prolazi osoba pri sudjelovanju u procesu kupnje. Mijenjanje ponašanja potrošača temeljni je cilj marketinških stručnjaka i kampanja koje stvaraju. Problem i predmet ovog istraživanja je utjecaj gerilskog marketinga na ponašanje potrošača. Problem proizlazi iz nedovoljno istraženog utjecaja, naročito u vidu kvantitativnih rezultata. Cilj rada je, osim sistematizacije teorijskih i empirijskih spoznaja, dopuniti empirijska istraživanja ali i potaknuti buduća istraživanja iste problematike. Istraživanje je provedeno na 114 ispitanika te su rezultati potvrdili hipotezu o postojanju utjecaja gerilskog marketinga na ponašanje potrošača kao i o pojedinačnom utjecaju elemenata gerilskog marketinga.
Abstract (english)
Guerrilla marketing is applied using unusual and creative marketing strategies. The biggest advantage of using guerrilla is that it achieves maximum results with minimal resources. Consumer behavior defines all the processes a person goes through while participating in the buying process. Changing consumer behavior is a fundamental goal of marketers and the campaigns they create. The problem and subject of this research is the impact of guerrilla marketing on consumer behavior. The problem stems from insufficiently researched impact, especially in the form of quantitative results. The aim of the paper is, in addition to the systematization of theoretical and empirical knowledge, to give further empirical research but also to encourage future research on the same issues. The research was conducted on 114 respondents and the results confirmed the hypothesis about the existence of the influence of guerrilla marketing on consumer behavior as well as the individual influence of the elements of guerrilla marketing.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:357200
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 14:08:15