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master's thesis
Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z
2023. urn:nbn:hr:251:350928
Hrehorović Sivć, Petra
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Hrehorović Sivć, P. (2023). Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z (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:251:350928

Hrehorović Sivć, Petra. "Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:350928

Hrehorović Sivć, Petra. "Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:251:350928

Hrehorović Sivć, P. (2023). 'Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 29 April 2024, https://urn.nsk.hr/urn:nbn:hr:251:350928

Hrehorović Sivć P. Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2023 [cited 2024 April 29] Available at: https://urn.nsk.hr/urn:nbn:hr:251:350928

P. Hrehorović Sivć, "Utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:251:350928

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Metadata
TitleUtjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z
Title (english)Guerrilla marketing's influence on Y and Z generation's consumer behavior
AuthorPetra Hrehorović Sivć
MentorIva Buljubašić (mentor)
Committee memberIva Buljubašić (predsjednik povjerenstva)
Committee memberDamir Šebo (član povjerenstva)
Committee memberMarija Šain (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2023-11-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Tema ovog diplomskog rada jest utjecaj gerila marketinga na potrošačko ponašanje generacije Y i Z. Na početku rada stvoren je teorijski okvir gerilskog marketinga te generacija Y i Z, a nakon toga slijedi praktični dio rada. Cilj istraživanja bio je utvrditi ima li gerilski marketing utjecaj na spomenute generacije. Rezultati su pokazali da iako ispitanici nisu upoznati s pojmom gerilskog marketinga, prepoznaju nekonvencionalne marketinške strategije u svojem okruženju te ih preferiraju u odnosu na one tradicionalne. U skladu s dobivenim rezultatima može se zaključiti kako je gerila marketing još uvijek nedovoljno razvijen u Republici Hrvatskoj, ali da postoji potencijal za razvoj u budućnosti.
Abstract (english)
The topic of this thesis is the influence of guerilla marketing on the consumer behavior of generations Y and Z. At the beginning of the paper, the theoretical framework of guerilla marketing was created, and then the practical part of the paper follows. The goal of the research was to determine whether guerilla marketing has an impact on the mentioned generations. The results showed that although the responedents are not familiarized with the term guerilla marketing, they recognize unconventional marketing strategies in their environment and prefer them to traditional ones. In accordance with the obtained results, it can be concluded that guerilla marketing is still insufficiently developed in the Republic of Croatia, but that there is a potential for development in the future.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:350928
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama (sveučilišni/a magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-03-11 15:08:18