prikaz prve stranice dokumenta Gerila marketing
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undergraduate thesis
Gerila marketing
Stručni završni rad
2020. urn:nbn:hr:129:828325
Sić, Luka
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

Cite this document

Sić, L. (2020). Gerila marketing : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:828325

Sić, Luka. "Gerila marketing : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:828325

Sić, Luka. "Gerila marketing : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:828325

Sić, L. (2020). 'Gerila marketing : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:129:828325

Sić L. Gerila marketing : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2020 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:129:828325

L. Sić, "Gerila marketing : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:129:828325

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Metadata
TitleGerila marketing : Stručni završni rad
Title (english)Gerilla marketing
AuthorLuka Sić
MentorMane Medić (mentor)
Committee memberAntal Balog (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2020-10-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Uspješnost poslovanja nezamisliva je bez marketinških aktivnosti, no globalizacija i sve veća konkurencija umanjuju njegov utjecaj, a zahtijevaju sve veća financijska sredstva. Zbog toga se marketinško djelovanje mijenja. Od sedamdesetih godina prošlog stoljeća razvija se novi oblik marketinškog djelovanja, gerilski marketing u različitim inačicama i oblicima. Glavne karakteristike gerilskog marketinga su iznenađenje, rasprostranjenost i minimalan budžet, a to se može postići korištenjem nekonvencionalnih aktivnosti koje su povezane s kreativnošću i maštovitošću i inovativnošću te korištenjem digitalnih alata uz minimalan budžet. Iako je gerila marketing prvenstveno namijenjen malim i srednjim tvrtkama sve češće ga prakticiraju i velike tvrtke uvidjevši njegove mogućnosti i prednosti pred konvencionalnim marketinškim aktivnostima.
Abstract (english)
Business success is unthinkable without marketing activities, but globalization and increasing competition diminish its impact and require ever-increasing financial funds. As a result, marketing action is changing. Since the 1970s, a new form of marketing activity has been developing, guerrilla marketing in various versions and forms. The main characteristics of guerrilla marketing are surprise, distribution and minimal budget, and this can be achieved by using unconventional activities that are associated with creativity and imagination and innovation in the use of digital tools with minimal budget. Although guerrilla marketing is primarily intended for small and medium-sized companies, it is often used bay large companies as they recognize its capabilities and advantages over conventional marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:828325
Study programmeTitle: Business Administration, Undergraduate Professional Study
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-05 14:27:29