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1.
Characteristics branding & brand management in the fashion industry
Snežana Urošević, Bruno Završnik, 2014, objavljeni znanstveni prispevek na konferenci

Opis: 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.
Ključne besede: brand, brand management, branding, fashion industry, marketing strategy, management, marketing
Objavljeno: 07.08.2017; Ogledov: 1005; Prenosov: 105
.pdf Celotno besedilo (276,18 KB)
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2.
The effect of the relationships between organisations and their suppliers on the implementation of purchasing marketing strategies
Matjaž Iršič, 2005, izvirni znanstveni članek

Opis: 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.
Ključne besede: acquisition, purchasing policy, suppliers, strategy, marketing strategy
Objavljeno: 26.07.2017; Ogledov: 805; Prenosov: 223
.pdf Celotno besedilo (293,60 KB)
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3.
An empirical study of marketing communications effectiveness in Slovenian market
Damjana Jerman, Bruno Završnik, 2014, izvirni znanstveni članek

Opis: 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.
Ključne besede: marketing communication effectiveness, business-to-business markets, marketing communication strategy, bidirectional communication, integrated marketing communication
Objavljeno: 06.07.2017; Ogledov: 738; Prenosov: 310
.pdf Celotno besedilo (245,10 KB)
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4.
The influence of factors determining relationship between organisations and their strategic suppliers on the frequency of implementations of purchasing marketing strategies
Matjaž Iršič, 2004, izvirni znanstveni članek

Opis: 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.
Ključne besede: purchasing, purchasing policy, strategy, marketing strategy, marketing
Objavljeno: 04.07.2017; Ogledov: 748; Prenosov: 81
.pdf Celotno besedilo (1,03 MB)
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5.
Regression analysis of variables describing poultry meat supply in European countries
Miro Simonič, Ksenija Dumičić, Gabrijel Devetak, 2012, izvirni znanstveni članek

Opis: 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.
Ključne besede: poultry meat, marketing strategy, cluster analysis, correlation, multiple regression
Objavljeno: 10.07.2015; Ogledov: 846; Prenosov: 324
.pdf Celotno besedilo (780,46 KB)
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