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undergraduate thesis
28
0
EVENT MARKETING
Ivana Knežević (2016)
Zagreb School of Business
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:180:671792
Metadata
Title
EVENT MARKETING
Author
Ivana Knežević
Mentor(s)
Željka Zavišić
(thesis advisor)
Abstract
Ovaj rad je podijeljen na dva dijela. U prvom dijelu rada definira se marketing i njegova važnost za poslovanje svakog poduzeća. S promjenama orijentacija tvrtki mijenjala su se i društvena očekivanja od marketinških stručnjaka, tako da su se standardi marketinške prakse u današnjoj tržišnoj orijentaciji pomaknuli od interesa proizvođača do interesa potrošača, a dodatno još i do razmatranja društvenih i ekoloških posljedica aktivnosti te prakse. Zbog toga u današnjem izrazito dinamičnom i turbulentnom okružju u kojemu posluju poduzeća i u kojemu se svakodnevno vodi borba za zadržavanje tržišnih pozicija i ostvarivanje konkurentske prednosti, marketing ima snažnu ulogu u kreiranju proizvoda ali i usluga koje se nude na tržištu. U drugom dijelu rada se govori o 'event' marketingu kao najboljoj praksi da vremenski definirani događaji, kao što su veliki sajmovi, sportski i umjetnički događaji ili proslave značajnih događaja i godišnjica, zadovolje potrebe potrošača i potrebe zajednice i da u nekim od slučajeva donesu profit a u drugim slučajevima donesu druge koristi organizatorima i domaćinima događaja. Zbog vrlo dobre turističke sezone u Republici Hrvatskoj ove godine, koja je zbog svojih dobrih rezultata oličenje primjera važnosti ulaganja u marketing, odlučila sam elemente 'event' marketinga prikazati kroz planiranje turističke manifestacije.
Keywords
marketing
marketing plan
„event“ marketing
event marketing on the example of the tourist season
Parallel title (English)
EVENT MARKETING
Committee Members
Neven Šipić
(committee chairperson)
Dorotea Milas (committee member)
Granter
Zagreb School of Business
Place
Zagreb
State
Croatia
Scientific field, discipline, subdiscipline
SOCIAL SCIENCES
Economics
Marketing
Study programme type
professional
Study level
undergraduate
Study programme
Marketing management
Academic title abbreviation
bacc. oec.
Genre
undergraduate thesis
Language
Croatian
Defense date
2016-10-18
Parallel abstract (English)
This thesis is divided into two parts. In the first part of the thesis marketing and its importance of the management of each company is defined. With changes in orientation of the company, social expectations of marketing professionals have also changed. They have changed in a way that standards of marketing practices in today's market orientation has moved from interest of manufacturer to consumers' interest and additionally to consideration of social and ecological consequences of activity of that particular practice. Due to today’s highly dynamic and turbulent environment in which companies operate and in which there is a daily struggle to retain market positions and to achieve competitive advantage, marketing plays an important role in the creation of products, but also in services that are offered in the market. In the second part of the thesis it will be discussed about ‘event’ marketing as the most suitable practice for the time scheduled events such as great fairs, sports and anniversaries, which satisfy consumers’ needs and in some cases make a profit and in other cases other benefits for organizers and hosts of those events. Due to this year’s very good tourists season in Croatia which is with its good results the great example of investing in marketing, I decided to present the features of ‘event’ marketing through planning the tourist manifestation.
Parallel keywords (Croatian)
marketing
marketinški plan
„event“ marketing
marketing događaja na primjeru turističke manifestacije
Resource type
text
Access condition
Access restricted to students and staff of home institution
Terms of use
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:180:671792
Committer
Lordan Prelog