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1.
Heritage tourism, retail revival and city center revitalization : a case study of Koper, Slovenia
Armand Faganel, Beti Reisman, Tina Tomažič, 2023, original scientific article

Abstract: The focus of the paper is the revitalization of a heritage city center and the significance of retail trade and cruise ship tourism within this context. Fundamental concepts have been presented in the literature review and explored the factors contributing to the decline of old city centers. The empirical section of the paper comprises a case study that highlights a specific municipality's efforts to revive its heritage city center. The main attraction in Koper is its well-preserved medieval city center with five centuries old Venetian architecture. An analysis of the municipality's initiatives has been made and a qualitative study that investigates the perceptions and experiences of stakeholders regarding the situation and the municipality's actions to preserve commercial activity in the city center. The results of the semi-structured interviews conducted with three distinct stakeholder groups were analyzed using the qualitative content analysis method. The findings reveal that the chosen municipality has achieved relative success in revitalizing its heritage city. Concurrently, stakeholders' perspectives were utilized to identify potential drawbacks and explore opportunities for mitigating them. The paper concludes by presenting theoretical and methodological contributions to the field of heritage city centers revitalization, not only in the selected municipality but also beyond. These insights inform the appropriate sustainable policy development and marketing strategy.
Keywords: revitalization, retail trade, marketing strategy, city center, stakeholders, heritage
Published in DKUM: 04.06.2024; Views: 69; Downloads: 12
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2.
The role of B2B marketing strategy, ICT B2B marketing support, and service quality in market orientation – Performance relationship : evidence from three European countries
Gregor Jagodič, Borut Milfelner, 2022, original scientific article

Abstract: The purpose of this study is to evaluate the role of marketing strategy, information communication technology (ICT) marketing support, and service quality in the market orientation–performance relationship. Even though there are many studies considering the market orientation–performance relationship they rarely take into consideration ICT marketing support and marketing strategy, especially concerning the companies operating in B2B markets. Additionally, this study compares the impacts of the constructs between two emerging economies (Slovenia and Serbia) and one developed economy (Austria) on a random sample of 636 companies. Results were obtained based on the set hypotheses using the covariance-based structural equation modeling (SEM) and invariance testing procedure to make comparisons between the three countries. Market orientation strongly influenced the successful development and implementation of marketing strategies, ICT support, and service quality. The impact of service quality on company performance was statistically insignificant and only the indirect impact of market orientation on company performance through service quality was determined. ICT marketing support and successful development and implementation of B2B marketing strategy were also positively related to company performance. This study can help managers in B2B companies in emerging and developed markets to learn how to use specific marketing resources in order to achieve higher company performance.
Keywords: marketing strategy, information-communication technology, service quality, market orientation, firm performance
Published in DKUM: 17.07.2023; Views: 490; Downloads: 78
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3.
The influence and application of social media in the fashion industry
Ivana Ljumović, 2022, undergraduate thesis

Abstract: Social media marketing proved to be advantageous to all industries. If we consider the huge number of users on social networks and all the advantages they have, as well as their popularity, the fact arises that these networks provide significant business opportunities, i.e., contain great business potential, which they can use if they properly establish communication and advertising through these networks. Nowadays, fashion businesses are investing more time and resources into crafting social media strategies that will further customer loyalty, spread advertising messages, and raise brand awareness. Besides that, social media has a significant impact when it comes to advertising, spreading information, promoting, and selling brands. Social media platforms, such as Instagram, Facebook, YouTube, and Pinterest, are the most popular place for posting and advertising different content. Fashion is an exciting area of constant dynamic changes, and brands need to adapt to it, fashion companies cannot afford to ignore social media. This implies the importance of social media and how fashion firms can use it to their advantage. In conclusion, social media does not replace traditional media, but it does offer consumers pioneering way to interact with the brands they love. Without a doubt, digital media is the latest fashion trend in today's world, and we have every reason to believe in its strength and impact. It is an efficient and effective platform in terms of creating fashion trends and influencers, building brand recognition, and thus being accessible to both existing and potential buyers.
Keywords: social media marketing, fashion marketing, digital marketing, fashion industry, social media strategy, Instagram, customer behavior, social media
Published in DKUM: 14.07.2022; Views: 712; Downloads: 50
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4.
Characteristics branding & brand management in the fashion industry
Snežana Urošević, Bruno Završnik, 2014, published scientific conference contribution

Abstract: Brand allows for market offer to be identified and differentiated from the competitive offers. The very essence of brand is based not only on potential sales figures, but on the philosophy that makes it posssible for a customer to identify with the brand. Faced with the plenty of market offers customers undoubtedly prefer wellknown companies and brands, thus minimizing risk and time consuming activities of gaining futher knowledge concerning alternative offers. The consumers often wonder whether the branded goods are more worth from the other, similar goods without any famous trademarks. There are many questions and theories but only one is undeniable: one should never doubt the companies that invest great amount of assets, ideas, talents, love and risk, intend to risk previously stated items with bad design, services or products% quality. Brand building in textile industry differs from branding of market offers targeting general public. Branding in textile industry requires more focused approach. Fashion companies are facing with bigger challenges when fighting to attract and keep new consumers who are offered new products and markets. In order to create strong brand, it is necessary to possess expert planning and long-term capital investment. Successful brand is actually an excellent product or service, with creatively designed and conducted marketing. Branding has become marketing´s priority, because successful brands achieve higher prices and gain over loyalty, and attract both consumers and financiers. Marketing agents of the successful 21st century brands must be extremely efficient in strategic brand management, which assumes implementation of marketing activities and programmes in order to build brands, as well as brand management to increase its value. Brands and its value must be regarded and recognised as strategic capital.
Keywords: brand, brand management, branding, fashion industry, marketing strategy, management, marketing
Published in DKUM: 07.08.2017; Views: 2121; Downloads: 149
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5.
The effect of the relationships between organisations and their suppliers on the implementation of purchasing marketing strategies
Matjaž Iršič, 2005, original scientific article

Abstract: The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called "relationship marketing" with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation; hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.
Keywords: acquisition, purchasing policy, suppliers, strategy, marketing strategy
Published in DKUM: 26.07.2017; Views: 1304; Downloads: 299
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6.
An empirical study of marketing communications effectiveness in Slovenian market
Damjana Jerman, Bruno Završnik, 2014, original scientific article

Abstract: This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected. The concept of the marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, which incorporates facets of the marketing communication strategy and bidirectional communications. The results suggest that Slovenian organisations which design and implement marketing communication strategy, also have more effective marketing communications. The development of marketing communications strategy was correlated with increased effectiveness of marketing communications in their organisation. Managerial implications are discussed along with directions for further research.
Keywords: marketing communication effectiveness, business-to-business markets, marketing communication strategy, bidirectional communication, integrated marketing communication
Published in DKUM: 06.07.2017; Views: 1399; Downloads: 386
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7.
The influence of factors determining relationship between organisations and their strategic suppliers on the frequency of implementations of purchasing marketing strategies
Matjaž Iršič, 2004, original scientific article

Abstract: The article deals with different factors determining relationships of large Slovenian organisations (with over 500 employees) with their strategic suppliers and their influence on the frequency of implementations of purchasing marketing strategies. The factors dealt with are: the quality of the relationship between the organisation and its strategic supplier (suppliers activities, attractiveness of supply for the organisation and the competitive position of the organisation on the supply market), bargaining power of the organisation with respect to the supplier (the organisation's risk orientation, its orientation towards cooperation and the size of its bargaining power) and the quantity of the relationship (the size of transactional assets). The research showed that large organisations in Slovenia are unlikely to develop such purchasing marketing strategies characteristic of the so-called "relationship marketing" with their strategic suppliers, with which they have long-term business relationship. The influence of measured factors on the frequency of the implementation of individual purchasing marketing strategies exists, with a stronger impact of factors with short-term effects on the organisation; hence the surveyed organisations are still more oriented towards reaching short-term efficiency instead of long-term success.
Keywords: purchasing, purchasing policy, strategy, marketing strategy, marketing
Published in DKUM: 04.07.2017; Views: 1365; Downloads: 131
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8.
Regression analysis of variables describing poultry meat supply in European countries
Miro Simonič, Ksenija Dumičić, Gabrijel Devetak, 2012, original scientific article

Abstract: In this paper, based on the analysis of official FAOSTAT and EUROSTAT data on poultry meat for 38 European countries for years 2007 and 2009, two hypotheses were examined. Firstly, considering four clustering variables on poultry meat, i.e. production, export and import in kg/capita, as well as the producer price in US $/t, using descriptive exploratory and cluster analysis, the hypothesis that the clusters of countries may be recognized was confirmed. As a result six clusters of similar countries were distinguished. Secondly, based on multiple regression analysis, this paper proofs that there exists the statistically significant relationship of poultry meat production on export and import of that kind of meat, all measured in kg/capita. There is also a high correlation between production, as a dependent, and each of two independent variables.
Keywords: poultry meat, marketing strategy, cluster analysis, correlation, multiple regression
Published in DKUM: 10.07.2015; Views: 1481; Downloads: 400
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