prikaz prve stranice dokumenta Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga
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graduate thesis
Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga
2024. urn:nbn:hr:180:464291
Jurkić, Marina
Zagreb School of Business

Cite this document

Jurkić, M. (2024). Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga (Graduate thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:464291

Jurkić, Marina. "Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga." Graduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:464291

Jurkić, Marina. "Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga." Graduate thesis, Zagreb School of Business, 2024. https://urn.nsk.hr/urn:nbn:hr:180:464291

Jurkić, M. (2024). 'Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga', Graduate thesis, Zagreb School of Business, accessed 04 February 2025, https://urn.nsk.hr/urn:nbn:hr:180:464291

Jurkić M. Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga [Graduate thesis]. Zagreb: Zagreb School of Business; 2024 [cited 2025 February 04] Available at: https://urn.nsk.hr/urn:nbn:hr:180:464291

M. Jurkić, "Suvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga", Graduate thesis, Zagreb School of Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:180:464291

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Metadata
TitleSuvremene marketinške strategije i brendiranje proizvoda kao izazovi globalnog marketinga
Title (english)Contemporary marketing strategies and product branding as challenges of global marketing
AuthorMarina Jurkić
MentorDijana Vuković (mentor)
Committee memberTanja Grmuša (predsjednik povjerenstva)
Committee memberSanja Rocco (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2024-12-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Naglašavajući prilagodbu lokalnom tržištu, ovaj rad istražuje kako globalizacija utječe na marketinške strategije multinacionalnih kompanija. Uz to, rad pokazuje kako kombinacija lokalnih modifikacija i globalnih standarda podiže prepoznatljivost i učinkovitost brenda. Poseban fokus stavljen je na digitalne alate i oglašavanja na internetu koje omogućuju točno ciljanje potrošača. Također je istaknuta činjenica kako digitalna transformacija u kombinaciji s lokalnom prilagodbom i globalnom dosljednošću jamči dugoročni opstanak brenda na svjetskom tržištu. Rad rad to dokazuje kroz studiju slučaja Coca-Cola HBC Hrvatska koja daje jedan od primjera društveno osviještenih kompanija, koje koriste društveno odgovorno poslovanje i kulturno prilagođene društvene inicijative u marketinški cilj poboljšanja odnosa te izgradnje globalnog brenda i imidža s bližom populacijom.
Abstract (english)
Emphasizing adaptation to the local market, this paper investigates how globalization affects the marketing strategies of multinational companies. In addition, the paper shows how the combination of local modifications and global standards increases brand recognition and effectiveness. Special focus is placed on digital tools and internet advertising that enable accurate targeting of consumers. The fact that digital transformation combined with local adaptation and global consistency guarantees the long-term survival of the brand on the world market was also highlighted. The paper proves this through the case study of Coca-Cola HBC Croatia, which provides one of the examples of socially conscious companies, which use socially responsible business and culturally adapted social initiatives in the marketing goal of improving relations and building a global brand and image with a closer population
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:464291
Study programmeTitle: Marketing and Communications Graduate study
Study programme type: professional
Study level: graduate
Academic / professional title: magistar/magistra marketinga i komunikacija (magistar/magistra 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 on2025-02-03 18:57:17