20.500.12556/DKUM-16676 OBLIKOVANJE STRATEGIJE MARKETINŠKEGA KOMUNICIRANJA ZA BLAGOVNO ZNAMKO KRUH PECIVO DESIGNING THE MARKETING COMMUNICATIONS STRATEGY OF BRAND KRUH PECIVO Komuniciranje je proces, ki se vzpostavlja med ljudmi za zadovoljitev njihovih želja in potreb. Podjetja se poslužujejo komunikacijskih aktivnosti za obveščanje kupcev in prepričevanje v nakup. Na ta način si olajšujejo menjavo dobrin. Temu pravimo marketinško komuniciranje, ki je vodstveni proces, saj podjetja skozi njega vstopijo v dialog z različnimi ciljnimi javnostmi. Z dobro marketinško strategijo lahko podjetja oblikujejo kvaliteten marketinško oglaševalski načrt podjetja. Tako bodo lahko odgovorili na vprašanja, katere so prave stvari, ki jih podjetje mora početi, da bo dosegala želeni cilj. Za dobro oblikovano marketinško strategijo je potrebno dobro poznati kupca in z njim njegove želje ter potrebe. Za tem pa stoji širok spekter teoretičnih znanj in informacij, ki so jim skupne uspešno izpeljane oblikovane strategije marketinškega komuniciranja, kot je prikazano tudi v naši diplomski nalogi za blagovno znamko Kruh pecivo. Communication is a process which establishes among people to satisfy their desires and needs. Companies making use of communication activities to inform and persuade customers to buy. In this way, facilitate the exchange of goods. This is known as marketing communication, which is managing the process, since the company through it to enter into dialogue with different target audiences. With a good marketing strategy, companies can create high quality marketing advertising business plan. They will be able to answer the questions, what are the right things that a company must do to achieve the desired objective. For a well-designed marketing strategy it is necessary to know the customer well and with him his wishes and needs. Stands for the broad spectrum of theoretical knowledge and information that they share a successful marketing communication strategy designed, as shown in our thesis for the brand of Kruh pecivo. Marketinško komuniciranje sestavine marketing- mixa ciljno občinstvo cilji komunikacije oblikovanje sporočila komunikacijski kanali proračun za promocijo promocijski splet oglaševanje neposredne oblike komuniciranja osebna prodaja stiki z javnostmi pospeševanje prodaje interno komuniciranje motivacija zaposlenih. Marketing communication marketing-mix elements the target audience objectives of communication design communication communication channels the budget for promotion web promotion advertising direct forms of communication personal selling public relations sales promotion internal communication staff motivation. true true false [M. Dajčman] Slovenski jezik Angleški jezik Diplomsko delo 2010-11-08 15:56:01 2011-02-21 12:19:11 2022-04-13 08:49:06 2023-12-21 03:13:44 2010 0 Pernica 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 10572060 URN:SI:UM:DK:TJT2LSRD VS_Dajcman_Mateja_2010.pdf VS_Dajcman_Mateja_2010.pdf 1 F6DD24FEF7F2A44702D388F380F45AA9 380d430aa8709b3362476eac0a0f0facbc6d7d729458352ab325295c68de70a9 b3ebe7ee-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/8f636b90-a2bd-49fe-a8dd-97cd6ed8cfca https://dk.um.si/Dokument.php?lang=slv&id=19039 Ekonomsko-poslovna fakulteta 0 0 0