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master's thesis
DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU
2020. urn:nbn:hr:180:901835
Tolić, Ankica
Zagreb School of Business

Cite this document

Tolić, A. (2020). DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:901835

Tolić, Ankica. "DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:901835

Tolić, Ankica. "DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU." Master's thesis, Zagreb School of Business, 2020. https://urn.nsk.hr/urn:nbn:hr:180:901835

Tolić, A. (2020). 'DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU', Master's thesis, Zagreb School of Business, accessed 20 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:901835

Tolić A. DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU [Master's thesis]. Zagreb: Zagreb School of Business; 2020 [cited 2024 April 20] Available at: https://urn.nsk.hr/urn:nbn:hr:180:901835

A. Tolić, "DRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU", Master's thesis, Zagreb School of Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:180:901835

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Metadata
TitleDRUŠTVENO ODGOVORNE I ODRŽIVE MARKETINŠKE STRATEGIJE NA ODABRANOM PRIMJERU
Title (english)Socially responsible and sustainable marketing strategies on a selected example
AuthorAnkica Tolić
MentorDijana Vuković (mentor)
Committee memberTanja Grmuša (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2020-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing predstavlja jednu od najznačajnijih kulturnih snaga, a ujedno se smatra i društvenim agensom koji ima izravan utjecaj na ponašanje potrošača. Upravo iz tog razloga marketing se smatra odgovornim za ekološke te za društvene i ekonomske probleme. Iz tog razloga suvremeni marketing temelji se na održivosti razvoja kako bi odgovorio na izazove u poslovanju poduzeća, no ujedno i na potrebe cjelokupnog društva u cjelini. Iz tog razloga razvitak održive marketinške strategije će pomoći poduzeću da stekne konkurentsku prednost na temelju uravnoteženih odnosa između potrošačkih, ekoloških te društvenih koristi pružajući ujedno i dodanu vrijednost za zajednicu te za krajnjeg potrošača.
Abstract (english)
Marketing is one of the most important cultural forces, and at the same time it is considered a social agent that has a direct impact on consumer behavior. It is for this reason that marketing is considered responsible for environmental as well as social and economic problems. For this reason, modern marketing is based on the sustainability of development in order to respond to the challenges in the business of the company, but also to the needs of society as a whole. For this reason, the development of a sustainable marketing strategy will help the company gain a competitive advantage based on a balanced relationship between consumer, environmental and social benefits while providing added value for the community and the end consumer.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:901835
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2023-04-06 12:22:12