20.500.12556/DKUM-16995 ODNOS PODJETIJ DO SPLETNEGA NAKUPOVANJA POSLOVNIH DARIL THE ATTITUDE OF BUSINESSES TOWARDS ONLINE ACQUISITION OF BUSINESS GIFTS Poslovno obdarovanje predstavlja pomembno vlogo poslovnih odnosov. Izbira in nakup poslovnih daril pa vedno bolj prehajata iz faze tradicionalnega v fazo spletnega nakupovanja. Pričujoča diplomska naloga tako obravnava odnos podjetij do spletnega nakupovanja poslovnih daril. Osrednji, teoretični del opredeljuje dva ključna pojma, in sicer spletno nakupovanje ter poslovno obdarovanje. V okviru tega poskušam osvetliti pojem internet, njegov razvoj in rabo v Sloveniji. Sledi predstavitev spletnega nakupovanja ter opredelitev prednosti in slabosti le-tega. V nadaljevanju se osredotočim na opredelitev poslovnega obdarovanja, razlikovanja med poslovnimi, protokolarnimi in promocijskimi darili ter na razlago trženjskega spleta poslovnih daril. V empiričnem delu s pomočjo sodelovanja šestinosemdesetih podjetij ugotavljam navade podjetij pri obdarovanju in nakupu poslovnih daril ter njihov odnos do nakupovanja poslovnih daril prek spleta. Business gifting represents an important role in business relationships. The process of picking out and purchasing of business gifts is passing more and more out of a traditional phase on to a phase of online acquisition. The present paper discusses the attitude of businesses towards online acquisition of business gifts. The central theoretical part of the paper defines two key concepts: online acquisition and business gifting. Within this I try to brighten the conception of internet, its development and use in Slovenia. This is proceeding by defining of business gifting, the distinction between business, protocol in promotional gifts and interpretation of marketing mix of business gifts. In the empirical part of the paper the findings of business gifting and gift purchasing is showed on the basis of cooperation with eighty-six businesses and their attitude towards online acquisition of business gifts. poslovno (promocijsko protokolarno) darilo poslovno obdarovanje spletno nakupovanje trženjski splet internet. business (promotional protocol) gifts business gifting online acquisition marketing mix internet true true false [M. Hauptman] Slovenski jezik Angleški jezik Diplomsko delo 2010-12-09 09:42:06 2011-03-04 12:49:58 2022-04-13 09:05:56 2023-12-21 03:27:35 2010 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.7 10581020 URN:SI:UM:DK:AN2KWZW2 VS_Hauptman_Matej_2010.pdf VS_Hauptman_Matej_2010.pdf 1 323BDA0E0E23AD0A7300B3D882EA7493 0e433cb0a12db8671ed5065499bfbda3699bb9e15fe09f2f774930aa8111ce93 c7f4ebc1-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/e1600979-0515-4bbf-a705-8b46a477f91f https://dk.um.si/Dokument.php?lang=slv&id=19552 Ekonomsko-poslovna fakulteta 0 0 0