20.500.12556/DKUM-12175 POMEN DVOSMERNE KOMUNIKACIJE ZA UPRAVLJANJE MARKETINŠKIH ODNOSOV: ŠTUDIJA PRIMERA MIKRO+POLO d.o.o. THE MEANING OF TWO-WAY COMMUNICATION FOR MARKETING RELATIONSHIPS MANAGEMENT: CASE STUDY MIKRO+POLO d.o.o. V diplomskem delu bomo preko študije primera raziskovali v Sloveniji skorajda še neraziskano področje, in sicer kakšen je dejansko pomen procesa dvosmerne komunikacije kot osnovnega izhodišča, na kateri bazira formiranje in upravljanje marketinških odnosov na medorganizacijskem trgu, ki se nadalje integrirajo v orodja tržne komunikacije preko številnih kanalov ter kakšni so pomen, vloga in funkcija orodij (dvosmernega) tržnega komuniciranja med podjetji Mikro+Polo in njihovimi odjemalci. Izpostavili bomo orodja v procesu marketinškega komuniciranja, kakšen je proces širjenja informacij o izdelku preko komunikacijskega procesa med podjetji ter kje dejansko ima odjemalec možnost vstopa v komunikacijski kanal. Namen študije temelji na dejstvu, da podjetja takšen dvosmeren proces komunikacije precej zapostavljajo, saj ima komuniciranje dandanes celo konotacijo manipuliranja. On the basis of a case study this diploma thesis discusses a field that has hardly been researched in Slovenia: what the significance of the process of two-way communication is. This is the basic starting point, representing the basis for the formation and management of marketing relationships in the business to business market, where these are integrated further into tools for marketing communication through different channels. Furthermore, the significance, roles and functions of the tools for (two-way) marketing communication between the Mikro+Polo company and their clients are discussed. Emphasis is put on the tools used in the process of marketing communication, on the process of circulation of product information through the communication process between companies, and on where the client has the possibility to enter into the communication channel. The objective of the study is based on the fact that companies neglect the process of two-way communication, because today communication even has the connotation of manipulation. marketinški odnosi dvosmerna komunikacija medorganizacijski trg informacije odjemalcev marketinška komunikacija interakcija marketing relations two-way communication bussines to bussines market consumers information marketing communication interaction true true false [B. Majcen] Slovenski jezik Angleški jezik Diplomsko delo 2009-10-12 14:25:33 2009-10-26 14:00:03 2022-04-12 07:16:30 2022-04-19 03:14:49 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8.02:659.3(043.2) 13701910 URN:SI:UM:DK:TVFPFTAD UNI_Majcen_Breda_2009.pdf UNI_Majcen_Breda_2009.pdf 1 9138B7CFD732A450431725409A5288F5 d9a2137d1700a6a5cdaedd5b326a6e141d03169d0118e8f421d1c018aae5197b 55ee1264-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/e9c3feb2-d1d5-4230-b3f7-ce38bc5c57bd https://dk.um.si/Dokument.php?lang=slv&id=11373 Fakulteta za elektrotehniko, računalništvo in informatiko 0 0 0