20.500.12556/DKUM-15279 UPORABNOST MARKETINŠKEGA SPLETA "7P" USAGE OF MARKETING MIX V diplomski nalogi smo preučevali marketinški splet, ki se ga kot osnovno teorijo marketinga uporablja še danes. Do teorije smo bili kritični in smo tako želeli pokazati njeno neaktualnost in zastaranje. Zastavili smo si nekatera vprašanja in jih skozi diplomsko nalogo poskušali razložiti in dokazati. Diplomsko delo je razdeljeno na dva dela, in sicer na začetni teoretični del ter raziskovalni del. V prvem delu so predstavljene teoretične osnove marketinga, obrazložitev teorije marketinškega spleta ter pregled vsake od sedmih spremenljivk. V drugem — raziskovalnem delu pa se osredotočimo na pomanjkljivosti spleta, ugotavljamo njegovo aktualnost in kompatibilnost z današnjim tehnološko obarvanim časom. V diplomskem delu raziskujemo tudi prilagajanje spleta hitro spreminjajočemu se okolju. Tako v drugem delu ugotavljamo, ali je splet preveč masovno orientiran, ali je primeren kot osnovna teorija glede na to, da predstavlja le vidik prodajalca, ugotavljamo ciljno usmerjenost, splet v medmrežju idr. The objective of this thesis is to investigate the importance of the marketing mix in context of today’s competitive environment. This dissertation is divided up into the following two main parts. Firstly, it provides a comprehensive analysis of the traditional marketing mix discussing it in context of its elements, theory, shortfalls and challenges in the current competitive landscape. The second part identifies current and emerging environmental trends and its impact on theoretical concepts of marketing with particular focus on the “7P” marketing mix. Market analysis suggest that, in current years, enterprises have been shifting their focus from offering products to offering services to nowadays being a complete solutions provider. However, at the same time, marketing mix theories stayed the same which opens scope for discussion how organizations can adopt a modified marketing mix to gain and stain competitive advantage. The paper also argues that the marketing mix is inadequate for virtual marketing and competing internationally. Marketinški splet "7 P" "4 P" Marketing Kritika Kritika Marketing mix "7 P" "4 P" Marketing Critics true true false Slovenski jezik Angleški jezik Diplomsko delo 2010-09-02 21:10:36 2011-01-17 09:28:58 2022-04-12 22:42:51 2023-12-18 03:36:40 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 6795283 URN:SI:UM:DK:0VKFVPPI UNI_Potocnik_Dasa_2010.pdf UNI_Potocnik_Dasa_2010.pdf 1 7B62CD0705E439F86CBDBC9C01F26612 9007e85885c75cfd25b4816227093ca3e73984835d53714b230cb9a2fea94872 61a281fc-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/e4b9dcb5-a2b4-4242-9c35-d9e59d2aa13c https://dk.um.si/Dokument.php?lang=slv&id=16856 Fakulteta za organizacijske vede 0 0 0