20.500.12556/DKUM-18333 POVRAČILO MARKETINŠKIH NALOŽB REPAYMENT OF MARKETING INVESTMENT Pomen in vloga vrednotenja marketinške funkcije v sodobnih podjetjih, sta v zadnjem času deležna vse večje pozornosti mednarodnih raziskovalcev. Med najbolj izpostavljene problematike, povezane z marketinško funkcijo, spadata njena marginalizacija ter nevključevanje te funkcije v odločanje na strateški ravni podjetja. Eden izmed glavnih razlogov zakaj se v praksi marketingu ne daje takšnega pomena, kot si ga le ta zasluži, je predvsem ta, da se management ne zaveda celovitosti marketinga, saj ga velikokrat enači z oglaševanjem in prodajo. Takšno ne celovito pojmovanje marketinške funkcije pa pripelje do tega, da marketing podjetju predstavlja strošek in ne naložbo v strateški razvoj in rast podjetja. V magistrski nalogi želimo najprej izpostaviti raziskovalno problematiko marketinga in predstaviti marketinško funkcijo v podjetju ter njeno interakcijo z drugimi poslovnimi funkcijami. Posebej se osredotočimo na njen odnos do finančno-računovodske funkcije, s katero se največkrat sooča, ko gre za pomembne investicijske odločitve strateškega managementa. V nadaljevanju zato predstavimo metode merjenja marketinške uspešnosti in raziskujemo razloge, zakaj prihaja s strani finančno-računovodske službe in marketinga, do popolnoma različnih pojmovanj tega koncepta. Osrednji del pričujočega dela je preverjanje osrednje raziskovalne hipoteze, ki pravi, da je marketing investicija, ki ustvarja dodano vrednost in ne strošek. V ta namen najprej predstavimo metode merjenja marketinške uspešnosti ter nato nadaljujemo s prikazom ekonomike investicij. V zadnjem poglavju pa z nazornim prikazom povračila marketinških investicij, povežemo vse obravnavane pojme v integriran koncept marketinške uspešnosti in tako zaokrožimo celotno delo. The meaning and role of the importance of the marketing function within modern companies is in recent times the subject of ever increasing attention from international researchers. Amongst the most relevant problems connected to the marketing function is its marginalization and the function not being included in decision-making at the strategic company level. One of the main reasons for why in practice, marketing doesn't hold as much importance as it deserves, is first and foremost the fact that management isn't aware of the entirety of marketing, often equates it with advertising or sales. This type of fragmented thinking about the marketing function results in marketing representing an expense to companies, as opposed to an investment in the long run survival and further development of the company. In this master's thesis, we wish to first present the research problems of marketing and present the marketing function within the company, as well as its interaction with other business functions. We especially wish to concentrate on its relationship with the financial-accounting function, with which it most commonly comes into conflict, when important investment decisions by strategic management need to be made. This is why in continuation, we present the methods to measure the success of marketing and uncover the reasons why the financial-accounting and marketing departments often arrive at a completely different understanding of this concept. The central part of the work described is the testing of the central research hypothesis, which holds that marketing is an investment that results in income and is not an expense. For this purpose, we first present methods of measuring marketing effectiveness and then continue with a display of the economics of investments. In the last chapter, we tie all the relevant concepts into an integrated concept of marketing effectiveness with graphs of the return on marketing investments and thus round out the thesis. marketing finance računovodstvo uspešnost učinkovitost merjenje investicija naložba povračilo marketing finance accounting effectiveness efficiency measurement investments repayment true true false [K. Dežan] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2011-05-05 19:06:17 2011-06-29 09:49:32 2022-04-13 10:38:25 2023-12-23 03:27:50 2011 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 10702620 URN:SI:UM:DK:KI5COHPU MAG_Dezan_Katarina_2011.pdf MAG_Dezan_Katarina_2011.pdf 1 798507A33A5677F4F4A4214434172CBF f31b11eaa531f2f1fc5fe9b298318aebcdce291093e392a2d22a64b9634ce99d 12680d39-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/0f6ce268-eab9-4a61-9bb9-44d74d21b14f https://dk.um.si/Dokument.php?lang=slv&id=21799 Ekonomsko-poslovna fakulteta 0 0 0