Trendi tržnega komuniciranja na primeru znanih slovenskih podjetij

magistrsko delo

Sara Pokeržnik (Author), Suzana Žilič Fišer (Mentor), Dijana Močnik (Co-mentor)

Abstract

Izhodišče problema je ugotoviti, kolikšna je potreba po vključevanju in učinkoviti rabi orodij tržnega komuniciranja trgovinskih podjetij. Empirična študija, v katero smo zajeli podjetja Mercator, Tuš, Spar in E.Leclerc, je pokazala, da podjetja potrošnike nagovarjajo s pomočjo več različnih orodij tržnega komuniciranja, med katere sodijo oglaševanje, osebna prodaja, pospeševanje prodaje, odnosi z javnostmi in neposredno trženje. Trend, ki smo ga opazili, kaže, da je potrebna sinergija, oziroma sočasno kombiniranje več različnih orodij tržnega komuniciranja z namenom doseganja čim širšega spektra potrošnikov.

Keywords

tržno komuniciranje;oglaševanje;osebna prodaja;pospeševanje prodaje;odnosi z javnostmi;neposredno trženje;

Data

Language:	Slovenian
Year of publishing:	2014
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[S. Pokeržnik]
UDC:	[659.11+659.44]:339.1871(043.2)
COBISS:	18500630
Views:	1096
Downloads:	166
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	TRENDS OF MARKETING COMMUNICATIONS ON THE CASE OF KONWN SLOWENIAN COMPANIES
Secondary abstract:	The basis of the problem is to determine the need for integration and an effective use of marketing communication tools of trade companies. The empirical study which includes Mercator, Tuš, Spar and E.Leclerc showed that they address consumers using a variety of marketing communication tools such as advertising, personal selling, sales promotion, public relations and direct marketing. The analyzed companies simultaneously combine several different tools and techniques, as they assure them more consumers.
Secondary keywords:	marketing communications;advertising;personal selling;sales promotion;public relations;direct marketing;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	VIII, 122 f.
ID:	8701205