prikaz prve stranice dokumenta ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI
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master's thesis
ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI
2018. urn:nbn:hr:180:739809
Kvesić, Irina
Zagreb School of Business

Cite this document

Kvesić, I. (2018). ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:739809

Kvesić, Irina. "ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI." Master's thesis, Zagreb School of Business, 2018. https://urn.nsk.hr/urn:nbn:hr:180:739809

Kvesić, Irina. "ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI." Master's thesis, Zagreb School of Business, 2018. https://urn.nsk.hr/urn:nbn:hr:180:739809

Kvesić, I. (2018). 'ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI', Master's thesis, Zagreb School of Business, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:180:739809

Kvesić I. ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI [Master's thesis]. Zagreb: Zagreb School of Business; 2018 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:180:739809

I. Kvesić, "ULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI", Master's thesis, Zagreb School of Business, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:180:739809

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Metadata
TitleULOGA ZELENOG MARKETINGA U POSLOVNOJ POLITICI ZAGREBAČKOG HOLDINGA U POSTIZANJU KONKURENTNOSTI
Title (english)The role of green marketing in achieving competitiveness of Zagreb holding business policy
AuthorIrina Kvesić
MentorDijana Vuković (mentor)
Committee memberNeven Šipić (predsjednik povjerenstva)
Committee memberPredrag Čudina (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2018-10-01, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Završni rad pod nazivom Uloga zelenog marketinga u poslovnoj politici Zagrebačkog holdinga u postizanju konkurentnosti ima za cilj ukazati kako suvremeni trendovi nameću izazove u načinu poslovanja, pa tako i u marketingu uz načela poštivanja održivog razvoja. Svjesni smo kako nije dovoljna primjena osnovnih marketinških principa za uspjeh, već je neophodna i odgovornost prema široj društvenoj zajednici te zaštiti prirodnog okruženja. Promjene u ponašanju potrošača i povećana svijest o globalnim promjenama koje se odnose na prirodno okruženje utjecale su na jačanje važnosti zelenog marketinga. Svrha rada je ukazati na ulogu zelenog marketinga koji je značajan za grad Zagreb i čini Zagrebački holding odgovornim za kakvoću življenje društvene zajednice u kojoj djeluje.
Abstract (english)
A thesis entitled The Role of Green Marketing in the Business Policy of the Zagreb Holding Company in Achieving Competitiveness is to indicate how current trends impose challenges in the mode and in marketing with the principles of sustainable development. We understand that it is not enough application of basic marketing principles to succeed, the imortance of responsibility in accordance with the broader social community, as well as protection of the natural environment. Changes in consumer behaviour and raising awareness about the global changes that relate to natural conditions, influenced the strengthening of the importance of green marketing. The aim of this work indicate the role of green marketing, which is important for the city of Zagreb and makes the Zagreb holding company responsible for the quality of life of social community in which it works.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:739809
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica 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 on2018-10-04 07:43:37