20.500.12556/DKUM-40491 NAČRT MARKETINŠKEGA KOMUNICIRANJA V KOROŠKI OSREDNJI KNJIŽNICI DR. FRANCA SUŠNIKA MARKETING COMMUNICATIONS PLAN FOR THE DR. FRAN SUŠNIK CENTRAL CARINTHIAN LIBRARY V današnjem času je učinkovit način komuniciranja ključnega pomena pri uvajanju in prepoznavnosti blagovne znamke izdelka in podjetja na trgu. Zato je za podjetje nujno, da na trgu nenehno komunicira s svojimi obstoječimi in potencialnimi kupci, pa tudi z ostalo javnostjo (lokalno skupnostjo, zaposlenimi in drugimi). Pri tem je potrebno poznati instrumente marketinškega komuniciranja in jih dosledno izvajati, skladno z načrtovano strategijo in cilji marketinškega komuniciranja v podjetju. Pomembnosti marketinškega komuniciranja se zavedajo tudi v Koroški osrednji knjižnici dr. Franca Sušnika. Knjižnica je svojo blagovno znamka gradila aktivno vse od svoje ustanovitve v povojnih letih dalje, še posebej do leta 2002, ko je bila ustanovljena kot samostojna knjižnica. Nenehno si prizadeva za ohranjanje zaupanja pri širši javnosti in posledično stremi k pridobivanju novih članov in povečanju obsega storitev pri obstoječih članih. V obravnavani knjižnici je marketinško komuniciranje zasnovano, pa vendar je glede na njene cilje smiselno posamezne aktivnosti tudi strateško načrtovati in jih jasno opredeliti v internih aktih. Tako bodo cilji marketinškega komuniciranja v knjižnici tudi izmerjeni in lahko bomo ugotovili, ali smo bili pri komuniciranju uspešni. Glede na navedeno področje raziskave je magistrska naloga sestavljena iz dveh glavnih delov. To sta: - teoretični del, ki obsega temelje ter proces in načrtovanje marketinškega komuniciranja. Predstavljeni so ključni instrumenti marketinškega komuniciranja; - praktični del, ki je glavna tema magistrske naloge in v katerem smo glede na ključne ugotovitve iz teoretičnega dela predlagali načrt marketinškega komuniciranja v Koroški osrednji knjižnici dr. Franca Sušnika. Pri raziskavi in pisanju magistrske naloge smo zaznali prispevek, ki ga s svojo nalogo lahko podamo obravnavani knjižnici, saj lahko predlagani marketinški instrumenti komuniciranja pomembno vplivajo na rast in razvoj blagovne znamke knjižnice ter pridobivanje novih članov. Seveda bomo s sistematičnim merjenjem odjemalcev knjižnice izvedeli, katere izmed predlaganih instrumentov komuniciranja bi bilo glede na predlagano terminsko opredelitev njihovega izvajanja smotrno še pogosteje načrtovati ali jih nadgraditi. Nowadays an effective way of communicating is a key factor in induction and recognition of a trading mark of a product and the company on the market. That is why it is crucial for the company to have good market communication with its existing clients as well as the general public (local community, employees and others). Here it is important to be familiar with the instruments of marketing communication and using them properly with a planning strategy and goals of marketing communications within the company. The importance of marketing communications are also a factor they are aware of in the Central library dr. Franc Sušnik. The library has been building and actively developing its trade mark ever since it was established after the war, and increasingly since 2002 when it was established as an independent library. It is constantly striving to preserve the trust of the wider public and consequently gathering new members and the growth of services with existing members. In the mentioned library the marketing communications are set, but in regards to their goals some of these should be actively and strategically planned and defines in internal acts. That way the goals of the marketing communications in the library can be measured and it will be possible to see how successful the communicating has been. According to the stated subject research area the masters dissertation consists of two main parts. These are: - the theoretical part, which describes the key processes and planning of marketing communication. They key instruments of marketing communications are presented; - the practical part, which is the leading theme in the masters dissertation and in which a plan of the marketing communications for the v Central library dr. Franc Sušnik is outlined and proposed based on the key findings from the theoretical part. Whilst creating the dissertation we sensed a contribution which can be applied to the library in question as the proposed marketing instruments can affect the growth and development of their trade mark and the increase of members. Of course the systematic measuring of the library customers can reveal which of the suggested instruments of communications should be further developed and upgraded based on their term definitions and executions. Marketinško komuniciranje načrtovanje marketinškega komuniciranja instrumenti marketinškega komuniciranja oglaševanje odnosi z javnostmi pospeševanje prodaje osebna prodaja Koroška osrednja knjižnica dr. Franca Sušnika Ravne na Koroškem. marketing communications planning of marketing communications instruments of marketing communications. Advertising public relations consumption increase personal retail Central library dr. Franc Sušnik Ravne na Koroškem true true false [M. Mori] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-05-24 08:03:52 2013-06-19 12:47:22 2022-05-12 23:43:06 2021-04-23 03:17:28 2013 0 Dravograd 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.3 11414044 URN:SI:UM:DK:OB6NDRTU MAG_Mori_Marja_2013.pdf MAG_Mori_Marja_2013.pdf 1 5D01779756F24AA8802C9D27FBCA375E c788c417d8e65a31b7a02597a9c1f75a606009e2a44e36492dfdf0f7b5a5cb24 f6aed3fb-7c09-11eb-bb7a-00155d0001ca 20.500.12556/dkum/148b6aa6-10fd-44fc-8f99-b5c99ca4341c https://dk.um.si/Dokument.php?lang=slv&id=55432 Ekonomsko-poslovna fakulteta 0 0 0