Marketinško komuniciranje in digitalni marketing v podjetju Hofer

Krajnc, Nadja

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Title:	Marketinško komuniciranje in digitalni marketing v podjetju Hofer
Authors:	ID Krajnc, Nadja (Author) ID Završnik, Bruno (Mentor) More about this mentor...
Files:	VS_Krajnc_Nadja_2021.pdf (1,28 MB) MD5: D653BFEB274D5357DB1FF74024A03FBF PID: 20.500.12556/dkum/32cc205e-21d8-477f-9f1f-ecfd64d5204b
Language:	Slovenian
Work type:	Diploma project paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Marketinško komuniciranje ima zelo pomembno vlogo pri uspešnosti podjetja. Dandanes pa je njegov pomen še večji kot včasih. Oglaševanje nas kot odjemalce obdaja na vsakem koraku, na naših pametnih telefonih, tablicah, radiu, televizorju, na panojih ob cesti. Podjetja vse bolj prehajajo iz tradicionalnih kanalov komuniciranja k digitalnim, vse več je digitalnega marketinga na družbenih omrežjih in spletu, kar pa se odraža tudi v potrošniškem vedenju. V diplomskem delu smo predstavili teoretična stališča marketinškega komuniciranja in digitalnega marketinga, s pomočjo znanih slovenskih in tujih avtorjev. Pojme smo razložili, opisali ter pojasnili prednosti in slabosti le teh. Primerjali smo tradicionalno marketinško komuniciranje z digitalnim in predstavili trende digitalnega marketinga. V empiričnem delu smo se lotili podjetja Hofer, ki smo ga najprej predstavili in opisali. Podali smo osnovne podatke, predstavili zgodovino, njihovo filozofijo, strukturo in blagovne znamke. Nato smo se lotili temeljitega pregleda tehnik, načinov marketinškega komuniciranja in digitalnega marketinga. S pomočjo spleta in reklamnih katalogov smo le te opisali in jih analizirali. Za konec smo vse skupaj povzeli, zapisali ugotovitve in podali kritično mnenje. Hipoteze smo potrdili ali ovrgli.
Keywords:	marketinško komuniciranje, digitalni marketing, odjemalec, izdelek, Hofer, marketing, družbena omrežja, oglas
Place of publishing:	[Maribor
Publisher:	N. Krajnc
Year of publishing:	2021
PID:	20.500.12556/DKUM-79413
UDC:	659.3
COBISS.SI-ID:	82378755
Publication date in DKUM:	26.10.2021
Views:	1356
Downloads:	262
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	27.06.2021

Secondary language

Language:	English
Title:	Marketing communication and digital marketing in company Hofer
Abstract:	Marketing communication plays a very important role in a company’s performance. Today, however, its significance is even greater than it used to be. Advertising surrounds us as customers at every turn, on our smartphones, tablets, radio, television, roadside billboards. Companies are increasingly moving from traditional communication channels to digital ones, there is more and more digital marketing on social networks and the Internet, which is also reflected in consumer behavior. In the diploma thesis, we presented the theoretical views of marketing communication and digital marketing with the help of well-known Slovenian and foreign authors. We explained, described and illustrated their advantages and disadvantages. We compared traditional marketing communication with digital and presented the latter´s marketing trends. In the empirical part, we dealt with the company Hofer, which we first presented and described. We provided basic information, presented their history, philosophy, structure and brands. We then undertook a thorough review of their techniques, ways of marketing communication, and digital marketing. With the help of the Internet and advertising catalogs, we described and analyzed them. Finally, we summarized everything, discussed our findings and provided a critical opinion. The hypotheses were either confirmed or refuted.
Keywords:	marketing communication, digital marketing, consumer, product, Hofer, marketing, social media, ad

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