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undergraduate thesis
Marketing povezan s općom dobrobiti
2016. urn:nbn:hr:107:630706
Butković, Petra
Polytechnic Nikola Tesla in Gospić
Business department

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Butković, P. (2016). Marketing povezan s općom dobrobiti (Undergraduate thesis). Gospić: Polytechnic Nikola Tesla in Gospić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:107:630706

Butković, Petra. "Marketing povezan s općom dobrobiti." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2016. https://urn.nsk.hr/urn:nbn:hr:107:630706

Butković, Petra. "Marketing povezan s općom dobrobiti." Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, 2016. https://urn.nsk.hr/urn:nbn:hr:107:630706

Butković, P. (2016). 'Marketing povezan s općom dobrobiti', Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, accessed 08 December 2024, https://urn.nsk.hr/urn:nbn:hr:107:630706

Butković P. Marketing povezan s općom dobrobiti [Undergraduate thesis]. Gospić: Polytechnic Nikola Tesla in Gospić; 2016 [cited 2024 December 08] Available at: https://urn.nsk.hr/urn:nbn:hr:107:630706

P. Butković, "Marketing povezan s općom dobrobiti", Undergraduate thesis, Polytechnic Nikola Tesla in Gospić, Gospić, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:107:630706

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Metadata
TitleMarketing povezan s općom dobrobiti
Title (english)Cause Related Marketing
AuthorPetra Butković
MentorIvana Tonković-Pražić (mentor)
Committee memberIvana Arbanas (predsjednik povjerenstva)
Committee memberMarija Baburić Vranešić (član povjerenstva)
Committee memberIvana Tonković-Pražić (član povjerenstva)
GranterPolytechnic Nikola Tesla in Gospić
(Business department)
Gospić
Defense date and country2016-07-21, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Marketing povezan s općom dobrobitije jedan od oblika društveno odgovornog poslovanja kojim poduzeća i organizacije nastoje zadovoljiti svakodnevne izazove s kojima se susreću u poslovanju. Primjena koncepcije opće dobrobiti u marketingu sve je ĉešća poslovna praksa mnogih poduzeća koja pridonosi zajednici i ostvaruje korist svim ukljuĉenim stranama (poduzećima, potrošaĉima i neprofitnim organizacijama). U radu se raspravlja o ulozi marketinga povezanog s općom dobrobiti kao kvalitetnoj znaĉajci marketinga koji je ĉesto kritiziran zbog visokih cijena, dovoĊenja potrošaĉa u zabludu i sl. Pred poduzećima se nalaze brojni izazovi prema kojima poslovanje mora biti uspješno ali se mora voditi briga i o zajednici. Upravo se iz tih razloga razvio i marketing opće dobrobiti koji donosi korist poduzeću i društvu.
Abstract (english)
Cause related marketing is a form of corporate social responsibility used by companies and organizations in order to meet their everyday business challenges. An increasing number of companies is adopting cause related marketing as their business practice; whichcontributes to the community and provides benefits for all parties involved (companies, consumers and non-profit organizations). This paper is concerned with the role of cause related marketing as a quality feature of marketing that is often criticized for its high prices, its feature of misleading consumers etc. Nowadays, companies not only have many challenges to accomplish, but at the same time they are expected to take care of the community. Cause related marketing, that benefits both the company and society, is a result of the aforementioned reasons.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:107:630706
Study programmeTitle: Economics of entrepreneurship
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-04-17 08:32:49