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master's thesis
Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća
2021. urn:nbn:hr:251:833407
Lucić, Sunčana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Lucić, S. (2021). Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:833407

Lucić, Sunčana. "Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:833407

Lucić, Sunčana. "Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:833407

Lucić, S. (2021). 'Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 04 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:833407

Lucić S. Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 December 04] Available at: https://urn.nsk.hr/urn:nbn:hr:251:833407

S. Lucić, "Utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:833407

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Metadata
TitleUtjecaj gerila marketinga na poslovanje malih i srednjih poduzeća
Title (english)The influence of guerrilla marketing on the business of small and medium enterprises
AuthorSunčana Lucić
MentorIva Buljubašić (mentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberMarija Šain (član povjerenstva)
Committee memberSnježana Barić-Šelmić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Glavna tema ovog diplomskog rada je utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća. U prvom dijelu rada objašnjena su pojmovna određenja marketinga, gerila marketinga, malih i srednjih poduzeća. Nadalje, u radu su definirani učinci gerilskog marketinga, oblici, efekti te razlike između tradicionalnog i gerilskog marketinga. Za razumijevanje pojma gerila marketing, u radu je definirana i povijest gerilskog marketinga. Empirijski dio ovog rada usmjeren je na utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća, kroz analizu sadržaja te intervju s direktorom maloprodaja poljoprivredne ljekarne Prvča. Nadalje, u radu su postavljene tri hipoteze koje su primjenjive i razrađene u samom diplomskom radu. Cilj rada je prikazati utjecaj poslovanja izazvan gerilskim marketingom te prikazati kako se uz kreativnost, maštu i trud mogu postići veliki rezultati. Zaključno, u zadnjem dijelu ovog diplomskog rada je obrada i analiza podataka te zaključak.
Abstract (english)
The main topic of this thesis influenced the marketing of marketing on the business of small and medium enterprises. The first part of the paper explains the conceptual definitions of marketing, guerrilla marketing, small and medium enterprises. Furthermore, the paper defines the effects of guerrilla marketing, forms, effects and differences between traditional and guerrilla marketing. To understand the concept of guerrilla marketing, the paper defines the history of guerrilla marketing. The empirical part of this paper focuses on the impact of guerrilla marketing on the business of small and medium enterprises, through content analysis and an interview with the retail director of the agricultural pharmacy Prvča. Furthermore, the paper sets out three hypotheses that are applicable and elaborated in the thesis. The aim of this paper is to show the impact of business caused by guerrilla marketing and to show how great results can be achieved with creativity, imagination and effort. In conclusion, in the last part of this diploma thesis, the data analysis and the conclusion are processed.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:833407
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-03-17 14:50:37