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master's thesis
Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača
2017. urn:nbn:hr:155:031209
Vukić, Matea
University of Dubrovnik
Department of Economics and Business Economics

Cite this document

Vukić, M. (2017). Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:031209

Vukić, Matea. "Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača." Master's thesis, University of Dubrovnik, 2017. https://urn.nsk.hr/urn:nbn:hr:155:031209

Vukić, Matea. "Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača." Master's thesis, University of Dubrovnik, 2017. https://urn.nsk.hr/urn:nbn:hr:155:031209

Vukić, M. (2017). 'Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača', Master's thesis, University of Dubrovnik, accessed 20 April 2024, https://urn.nsk.hr/urn:nbn:hr:155:031209

Vukić M. Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača [Master's thesis]. Dubrovnik: University of Dubrovnik; 2017 [cited 2024 April 20] Available at: https://urn.nsk.hr/urn:nbn:hr:155:031209

M. Vukić, "Marketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača", Master's thesis, University of Dubrovnik, Dubrovnik, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:155:031209

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Metadata
TitleMarketinška komunikacija kozmetičkih proizvoda i mladi segment potrošača
Title (english)Marketing communication processes and the youth consumer segment
AuthorMatea Vukić
MentorIvana Pavlić (mentor)
Committee memberKatija Vojvodić (predsjednik povjerenstva)
Committee memberBarbara Puh (član povjerenstva)
GranterUniversity of Dubrovnik
(Department of Economics and Business Economics)
Dubrovnik
Defense date and country2017-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tehnologija, sveprisutni internet, brzo širenje informacija, povezanost društvenim mrežama te sve veća informatička pismenost i opća informiranost ljudi, mijenjajući ponašanje kupaca izravno je utjecala na marketinšku komunikaciju, odnosno na marketing općenito. Tradicionalne marketinške tehnike kod kupaca više ne prolaze. Kupac današnjice je informiraniji, ne može ga se prevariti, on zna što želi i gdje to može dobiti te pametnije odlučuje o kupnji. Kupci danas žele i traže pravu informaciju, informaciju koja će imati najviše smisla za njih, koja će riješiti njihov problem. Stoga je fokus i pružanje pomoći kupcima u rješavanju njihovih problema nova marketinška realnost. Ovaj diplomski rad donosi ključne teorijske spoznaje iz područja integrirane marketinške komunikacije, definira marketinšku komunikaciju kao element marketinškog spleta, te prikazuje oblike integrirane marketinške komunikacije. U radu su također objašnjeni čimbenici ponašanja potrošača kao i stilovi odlučivanja pri kupnji jer su bitni za kreiranje marketinške kampanje. Istraživački dio rada imao je zadatak istražiti i utvrditi utjecaj integrirane marketinške komunikacije na stilove odlučivanja generacije Y pri kupnji kozmetičkih proizvoda.
Abstract (english)
Technology, the presence of internet, rapid information expansion, social networks and increase in computer literacy has changed customer behaviour and directly affected marketing in general. Traditional marketing techniques and invasive marketing communication no longer work on most customers. Modern customers are informed, hard to manipulate, have specific needs and knowledge of where they can get what they desire. Customers want and look for correct information, which will answer their specific requirements, and solve their problems. The current marketing reality is helping the customers solve their problems. This paper defines marketing communication as a part of marketing mix; it brings crucial theoretical conclusions about integrated marketing communication as well as the forms of integrated marketing communication. The main behavioural factors of the customers and styles of decision making in the process of purchase are also explained, because they are important part in creating marketing campaign. Empirical part of this paper had a task to explore and determine the impact of integrated marketing communication on decision making styles of the generation Y while purchasing cosmetic products.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:031209
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
Created on2018-01-05 12:17:11