Vloga tržnega komuniciranja v podjetju

študija primera Lumar

Abstract

Tržno komuniciranje - sestavni del znamenitega spleta štiri P - je pomembna funkcija v podjetju, saj prispeva k rasti prepoznavnosti podjetja in krepi njegove blagovne znamke. Je način za izvajanje strategij trženja pri doseganju smotrov in ciljev podjetja. Tržno komuniciranje dosega svoje cilje v komunikaciji s kupci in potrošniki z uporabo orodij tržnega komuniciranja. Če podjetje želi biti pred konkurenco, mora dobro proučiti ključne elemente tržnega komuniciranja. V članku analiziramo primer tržnega komuniciranja podjetja Lumar. Dobljeni rezultati kažejo, da ključni deležniki podjetje dobro poznajo in da so ključno orodje tržnega komuniciranja, ki največ prispeva k prepoznavnosti podjetja, elektronski medij. Kljub temu smo zaznali, da so blagovne znamke prepoznane bolj regionalno - predvsem na Štajerskem in Koroškem, čeprav je podjetje znano in aktivno v vseh regijah v Sloveniji in tudi v tujini (Italija, Nemčija, Avstrija).

Keywords

tržno komuniciranje;pospeševanje prodaje;osebna prodaja;blagovne znamke;analiza tržnega komuniciranja;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	1.01 - Original Scientific Article
UDC:	339.138:658.626
COBISS:	1536603332
ISSN:	1854-4231
Parent publication:	Management
Views:	1118
Downloads:	35
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Vloga tržnega komuniciranja v podjetju: študija primera Lumar
Secondary abstract:	Marketing communication is an integral part of the famous 4-\kratica{P}. It plays an important role in the company, as it helps to increase company's visibility and strengthen its brand. Marketing communication is achieving its objectives in communicating with customers and consumers using its marketing communication tools. If a company wants to be ahead of the competition, and have a good look in costumers' ayes, marketing communication is most crucial. In this paper we analyze the case of marketing communication company Lumar. The results obtained argue that the company is well known, where we recognize especially the electronic media as most important tool of marketing communication. However, we noticed that the brand recognized more regionally -- especially in Styria and Carinthia, despite the fact that the company is well known and active in all regions in Slovenia and abroad (Italy, Germany, Austria).
Secondary keywords:	marketing communications;sales promotion;personal selling;company brand;marketing communications analysis;
URN:	URN:NBN:SI
Pages:	str. 49-60, 78
Volume:	ǂLeto ǂ 9
Issue:	ǂšt. ǂ1
Chronology:	pomlad 2014
ID:	14363599