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Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima
2023. urn:nbn:hr:277:990852
Jupek, Claudia
Josip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega

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Jupek, C. (2023). Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima (Graduate thesis). Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega. Retrieved from https://urn.nsk.hr/urn:nbn:hr:277:990852

Jupek, Claudia. "Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2023. https://urn.nsk.hr/urn:nbn:hr:277:990852

Jupek, Claudia. "Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima." Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, 2023. https://urn.nsk.hr/urn:nbn:hr:277:990852

Jupek, C. (2023). 'Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima', Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, accessed 26 April 2024, https://urn.nsk.hr/urn:nbn:hr:277:990852

Jupek C. Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima [Graduate thesis]. Požega: Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega; 2023 [cited 2024 April 26] Available at: https://urn.nsk.hr/urn:nbn:hr:277:990852

C. Jupek, "Prodajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima", Graduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Tourism and Rural Development in Pozega, Požega, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:277:990852

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TitleProdajna prezentacija: razumijevanje uloge marketing miksa u kreiranju lojanosti kupaca u trgovačkim centrima
Title (english)Sales Presentation: Understanding the Role of the Marketing Mix in Creating Customer Loyalty in Shopping Centers
AuthorClaudia Jupek
MentorMarko Šostar (mentor)
MentorInes Škoko (komentor)
Committee memberBerislav Andrlić (predsjednik povjerenstva)
Committee memberMarko Šostar (član povjerenstva)
Committee memberHrvoje Budić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Tourism and Rural Development in Pozega
Požega
Defense date and country2023-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Rad se sastoji od dva dijela, teorijskog i praktičnog. U teorijskom dijelu fokus je na verbalnoj i neverbalnoj komunikaciji, strategijama marketinga usmjerenim na uspostavljanje odnosa s kupcima i na elementima marketing miksa (5P). Osnovni elementi marketing miksa su proizvod, cijena, distribucija i promocija, a u radu je analiziran i dodatni element, odnosno ljudski faktor koji je bitna stavka svakog posla. Svi navedeni elementi usmjereni su istovremenom postizanju ciljeva poduzeća i zadovoljavanju želja i potreba ciljnog segmenta. U praktičnom dijelu rada provedena je i analizirana anketa o ulozi marketing miksa u kreiranju lojalnosti kupaca u trgovačkim centrima. Trgovački centri ulažu velike napore u privlačenje novih i zadržavanje starih kupaca. Svaki kupac je specifičan i ima različite preferencije, želje, potrebe i stavove te je vrlo bitno pronaći načine kako im se prilagoditi i steći njihovu lojalnost.
Abstract (english)
The paper consists of two parts, theoretical and practical. In the theoretical part, the focus is on verbal and non-verbal communication, marketing strategies aimed at establishing relationships with customers and elements of the marketing mix (5P). The basic elements of the marketing mix are product, price, distribution and promotion, and the paper also analyzes an additional element, that is, the human factor, which is an essential element of every job. All the mentioned elements are aimed at simultaneously achieving the goals of the company and satisfying the wishes and needs of the target segment. In the practical part of the paper, a survey was conducted and analyzed on the role of the marketing mix in creating customer loyalty in shopping centers. Shopping centers invest great efforts in attracting new and retaining old customers. Each customer is specific and has different preferences, wishes, needs and attitudes, and it is very important to find ways to adapt to them and gain their loyalty.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:277:990852
Study programmeTitle: Specialist Graduate Professional Study - Commerce
Study programme type: professional
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-10-05 12:42:52