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undergraduate thesis
Marketinške aktivnosti financijskih institucija
Završni rad
2022. urn:nbn:hr:124:670387
Ugrin, Andrea
University of Split
Faculty of economics Split

Cite this document

Ugrin, A. (2022). Marketinške aktivnosti financijskih institucija : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:670387

Ugrin, Andrea. "Marketinške aktivnosti financijskih institucija : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:670387

Ugrin, Andrea. "Marketinške aktivnosti financijskih institucija : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2022. https://urn.nsk.hr/urn:nbn:hr:124:670387

Ugrin, A. (2022). 'Marketinške aktivnosti financijskih institucija : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:670387

Ugrin A. Marketinške aktivnosti financijskih institucija : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2022 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:124:670387

A. Ugrin, "Marketinške aktivnosti financijskih institucija : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:124:670387

Metadata
TitleMarketinške aktivnosti financijskih institucija : Završni rad
AuthorAndrea Ugrin
MentorGoran Dedić (mentor)
MBZ: 274212
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2022-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu pristupa se analizi utjecaja elemenata marketinškog miksa usluga (7P – proizvod, cijena, distribucija, promocija, ljudski faktor, procesi i fizički dokaz) na poslovanje financijske institucije. Prezentirana je teorijska pozadina marketinga usluga i financijskih institucija te se istražuje povezanost povećanja izdataka na marketing i uspješnosti poslovanja, odnosno porasta prihoda. Raznim trendovima na tržištu podložne su i financijske institucije. Današnji pristup financijskih institucija je individualan, a način poslovanja je dakako inovativniji, kako u distribucijskim kanalima tako i u promotivnim aktivnostima. Obzirom da su izazovi, protekom vremena, zahtjevniji nužna je prilagodba na tržišne uvjete poslovanja. U takvim prilagodbama banke i osiguravajuća društva moraju voditi računa o financijskim rezultatima poslovanja, kao i o potrebama klijenata.
Abstract (english)
This paper analyzes the impact of elements of the marketing mix of services (7P – product, price, place, promotion, people, process, physical evidence) on the operations of a financial institution. The theoretical background of the markeeting of services and financial institutions is presented, and the connection between the increase in marketing expenditures and business performance, i.e., the increase in income is investigated. Financial institutions are also subject to various market trends. Today's approach to financial institutions is individual, and the way of doing business is certainly more innovative in distribution channels and promotional activities. Since the challenges become more demanding over time, adaption to business market conditions are necessary. In such adjustmants, banks and insurance companies must take into account the financial results of operations, as well as the needs of clients.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:670387
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-21 12:54:53