prikaz prve stranice dokumenta Upravljanje online markom
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master's thesis
Upravljanje online markom
2020. urn:nbn:hr:155:991585
Rajič, Margareta
University of Dubrovnik
Faculty of Economics and Business

Cite this document

Rajič, M. (2020). Upravljanje online markom (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:991585

Rajič, Margareta. "Upravljanje online markom." Master's thesis, University of Dubrovnik, 2020. https://urn.nsk.hr/urn:nbn:hr:155:991585

Rajič, Margareta. "Upravljanje online markom." Master's thesis, University of Dubrovnik, 2020. https://urn.nsk.hr/urn:nbn:hr:155:991585

Rajič, M. (2020). 'Upravljanje online markom', Master's thesis, University of Dubrovnik, accessed 16 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:991585

Rajič M. Upravljanje online markom [Master's thesis]. Dubrovnik: University of Dubrovnik; 2020 [cited 2024 November 16] Available at: https://urn.nsk.hr/urn:nbn:hr:155:991585

M. Rajič, "Upravljanje online markom", Master's thesis, University of Dubrovnik, Dubrovnik, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:155:991585

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Metadata
TitleUpravljanje online markom
Title (english)Online Brand Management
AuthorMargareta Rajič
MentorBarbara Puh (mentor)
Committee memberIvana Pavlić (predsjednik povjerenstva)
Committee memberAna Portolan (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2020-09-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu je ukazano na mnoge prednosti, ali i na nedostatke tradicionalnog i kulturološkog oglašavanja, te prednosti i nedostatke upotrebe tehnologije. Radom je obuhvaćena tema modne marke Chanel, te se u sklopu toga promatraju sredstva koja se koriste kako bi se upravljalo markom. Na temelju ovakvih podataka donositelji odluka moguostvariti konkurentske prednosti i uspješnije upravljati markom u online okruženju, te bolje pozicionirati i plasirati svoje proizvode. Kroz primjer luksuzne marke Chanel, ukazuje se na potrebuučinkovitog marketinškog i elektroničkog upravljanja markama i identitetom kojeg marka stvara i nastoji održavati.Cilj rada je prikazati što se sve može poboljšati korištenjem online tehnologije prilikom upravljanja markom i na koje načine uspješno voditi cijeli taj proces. Istraživanje je provedeno tako da su se promatrali brojni podaci vezani uz poslovanje tvrtke Chanel. Razmotrena je situacija vezana uz integriranje elektroničkog u klasični marketing, sastav Chanelove Web stranice, mogućnostionline kupovine,prisutnost i aktivnost na raznim društvenim mrežama, kao i svi ostali elektronički kanali. Dobiveni rezultati istraživanja ukazuju na to što je utjecalo na porast vrijednosti marke Chanel, te na njezino bolje pozicioniranje. U obzir je uzet i financijski aspekt te je razmotreno kretanje prihoda i vrijednost određenih proizvoda marke Chanel.
Abstract (english)
This paper deals with many advantages and disadvantages of traditional and cultural advertising, as well as the advantages and disadvantages of using technology. The work covers the topic of the brand Chanel,with a focus on resources used in brand management process. Based on this information, decision makers are able to gain competitive advantage and manage the brand successfully in an online environment, and achieve better position and market their products. Market and electronic brand management are needed and useful in the process of the creation of brand identity. The aim of the paper is to demonstrate what can improve the use of Internet technologies in brand management.The study was done using secondary data.The research also includedintegration of electronic and classic marketing, Chanel web site management, online shopping opportunities, presence and activity on various online networks, as well as all other electronic channels. The results of the research indicate that the value of the Chanel market was influenced by its better positioning process. In the financial aspect, paper considered the movement of revenue and value of certain Chanel brand products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:991585
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note4104
Created on2020-09-16 10:06:34