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Title:TRŽNO KOMUNICIRANJE: ŠTUDIJA PRIMERA KREATIVNI NAJEMI D.O.O.
Authors:Hüttl, Matjaž (Author)
Žilič Fišer, Suzana (Mentor) More about this mentor... New window
Močnik, Dijana (Co-mentor)
Files:.pdf UNI_Huttl_Matjaz_2014.pdf (11,92 MB)
 
Language:Slovenian
Work type:Undergraduate thesis (m5)
Typology:2.11 - Undergraduate Thesis
Organization:FERI - Faculty of Electrical Engineering and Computer Science
Abstract:Za uspešen nastop na trgu, uveljavitev izdelkov in povečanje prihodkov je za vsako podjetje pomembno, da razvije uspešno tržno komuniciranje v okviru celostnega pristopa k trženju. Vse večja konkurenca in v zadnjem času zaradi gospodarske krize še dodatno oteženi dejavniki poslovnega okolja izpostavljajo pomembnost tržnega komuniciranja. Za uspešno tržno komuniciranje je potrebno uveljaviti blagovno znamko, ustvariti zaupanje in prepoznavnost pri potrošnikih ter jih posledično tudi prepričati v nakup. Diplomsko delo govori o tržnem komuniciranju, razvoju trženjske strategije in ustvarjanju blagovne znamke. Zaradi kompleksnosti omenjenih področij je pri raziskovanju potreben multidisciplinaren pristop, zato se v diplomskem delu ukvarjamo tudi s celostno grafično podobo, z grafičnim in spletnim oblikovanjem ter oglaševanjem, ki je sestavni del uspešnega tržnega komuniciranja. Diplomsko delo se v prvem delu ukvarja s teoretičnimi izhodišči omenjenih področij, v drugem delu pa s praktičnim primerom razvoja tržnega komuniciranja podjetja Kreativni najemi d.o.o., katerega dejavnosti zajemajo prodajo novih in rabljenih vozil ter oddajanje oziroma financiranje le-teh. Za omenjeno podjetje v diplomski nalogi predstavljamo celostno grafično podobo in uveljavitev blagovne znamke Kreativni najemi. Kot glavno orodje tržnega komuniciranja je predstavljeno digitalno trženje in ostale aktivnosti tržne strategije kot so: osebna prodaja, oglaševanje, odnosi z javnostmi, pospeševanje prodaje in neposredno trženje. Ob koncu so predstavljeni učinki omenjenih strategij na prepoznavnost blagovne znamke in poslovne rezultate.
Keywords:tržno komuniciranje, trženje, blagovna znamka, oglaševanje, identiteta podjetja, grafično in spletno oblikovanje, orodja tržnega komuniciranja, trženjski splet
Year of publishing:2014
Publisher:[M. Hüttl]
Source:Maribor
UDC:316.454.52:658.8(043.2)
COBISS_ID:17867542 Link is opened in a new window
NUK URN:URN:SI:UM:DK:IKCZF7W4
Views:1834
Downloads:374
Metadata:XML RDF-CHPDL DC-XML DC-RDF
Categories:KTFMB - FERI
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Secondary language

Language:English
Title:MARKETING COMMUNICATIONS: A CASE STUDY OF KREATIVNI NAJEMI D.O.O.
Abstract:Abstract For a successful performance on the market, product enforcement and increase of revenue are very important factors for a company to develop successful marketing communications in the framework of an integrated approach to marketing. Increased competition and recently an aggravated business environment due to the economic crisis have highlighted the importance of marketing communications. For successful marketing communications it is necessary to establish the brand, create trust and recognition among consumers and, consequently, convince them to buy. The diploma thesis deals with marketing communications, developing marketing strategies and creating brands. Due to the complexity of these areas the use of a multi-disciplinary approach is necessary when researching marketing communications. Therefore the diploma thesis is dealing with corporate identity, graphic design, web design and advertising, which is an integral part of successful marketing communications. In the first part, the diploma thesis deals with the theoretical base of these areas, and in the second part with a practical example of developing marketing communication of the company Kreativni najemi d.o.o. (eng. Creative leases ltd.), of which activities include the sale of new and used vehicles as well as renting and financing of vehicles. We present the corporate identity and establishment of the brand Kreativni najemi. Digital marketing is presented as the main tool of marketing communication. In addition, we also present other marketing activities and strategies, such as personal selling, advertising, public relations, sales promotion and direct marketing. At the end of the diploma thesis the effects of these strategies on brand awareness and business results are presented.
Keywords:marketing communications, branding, marketing, brand, advertising, corporate identity, graphic and web design, marketing communications tools, marketing mix


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