20.500.12556/DKUM-14676 INSTRUMENTI MARKETINŠKEGA KOMUNICIRANJA V PODJETJU TERME OLIMIA D.D. INSTRUMENTS OF MARKETING COMMUNICATION IN COMPANY TERME OLIMIA D.D. Marketinško komuniciranje je zelo pomembna sestavina procesa trženja, saj le z dobro sestavljenim programom komuniciranja podjetje lahko doseže svoje zastavljene cilje. V Sloveniji imamo zelo dobro razvit zdraviliški turizem in zato tudi zelo močno konkurenco. Če hoče biti podjetje konkurenčno oz. če hoče biti korak pred drugimi, mora odjamalcem ponuditi nekaj drugačnega, inovativnega, novega - skratka nekaj česar drugi nimajo. V diplomskem delu smo se osredotočili na instrumente marketinškega komuniciranja v Termah Olimia, ki so zelo uspešno podjetje, zelo prepoznavni na trgu in kljub nekoliko višjim cenam v primerjavi s konkurenti vedno znova presenečajo svoje odjemalce, gostom ponujajo nekaj več in žanjejo vedno nove uspehe. Predstaviti smo želeli kako podjetje z uspešnim kombiniranjem različnih instrumentov dosega tako zelo dobre rezultate. V nadaljevanju pa smo nekaj pozornosti posvetili tudi načinu določanja proračuna za marketinško komuniciranje, razporeditvi znotraj posameznih instrumentov in nenazadnje tudi merjenju uspešnosti določenih instrumentov. Marketing communication is an important ingredient of the marketing process, as achieving set goals requires as well assembled communication program for the company in interest. We have very well developed spa tourism in Slovenia which associates with a very strong competition. When a firm wants to be competitive or maybe even a step in front of the others, it has to offer something different, inovative, new - something the others do not have. The focused subjects in this diploma are instruments of marketing communication in Terme Olimia which is a very successful company. They are well recognised on the market and regardless a bit higher prices they amaze their clients again and again. They offer something more and the success is obvious. We wanted to show how a company can achieve superb results by combining different instruments. Further on we wanted to devote some attention on the way of setting budged for marketing communication, distribution inside individual instruments and finally also measuring the success of the certain instruments. marketinško komuniciranje instrumenti marketinškega komuniciranja oglaševanje pospeševanje prodaje osebna prodaja neposredno trženje odnosi z javnostmi določanje proračuna za marketinško komuniciranje Terme Olimia d.d. marketing communication instruments of marketing communication advertising sales promotion personal selling direct mail public relations budgeting for marketing communication Terme Olimia d.d. true true false [M. Terner] Slovenski jezik Angleški jezik Diplomsko delo 2010-06-28 20:47:48 2010-10-19 12:23:38 2022-04-12 22:13:51 2023-12-18 03:15:04 2010 0 Trebče 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1 10377500 URN:SI:UM:DK:JM9T0I6B VS_Terner_Martina_2010.pdf VS_Terner_Martina_2010.pdf 1 A2718A9C99C4953EC0610723F12C42C3 824a5259d9f134fd69a4c6bf632435323d0bca593ea55835226cfed60eebc36b 35ada0f8-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/d39badb7-8534-4367-8a6f-10e13d1fad6d https://dk.um.si/Dokument.php?lang=slv&id=15740 Ekonomsko-poslovna fakulteta 0 0 0