20.500.12556/DKUM-45283 MARKETINŠKO KOMUNICIRANJE V PODJETJU HENKEL MARKETING COMMUNICATION IN COMPANY HENKEL Dandanes je največji izziv za novodobna podjetja imeti dobro marketinško komuniciranje. Vsako podjetje se zaveda, da bo na konkurenčnem trgu uspešno le, če mu bo uspelo zadovoljiti potrebe kupcev in doseči čim večji dobiček. Potrebno je približati izdelke potrošnikom, jih prepričati v najboljšo kvaliteto in korist izdelka na trgu ter jih spodbuditi k samemu nakupu. V magistrski nalogi smo se osredotočili na marketinško komuniciranje v podjetju Henkel. Danes ni več le oglaševanje tisto, ki bi prinašalo informacije za porabnike, saj se sami odločajo o nakupu izdelka. Zato je še posebej pomembno, da podjetje sestavi dober načrt marketinškega komuniciranja, saj bo le tako lahko uspešno komuniciralo z ciljnim občinstvom in pridobilo lojalnost porabnikov. The biggest challenge for the companies in today's world is to have a good marketing communication. Every company is aware, that it will be successful in the competitive market only if he manages to satisfy the needs of buyers and make a profit. It is necessary to approximate products to consumers, convince them into the best quality and of the product on the market and encourage them to shop. In this masters assignment we are focused on marketing communication in company Henkel. Promotion is not the only factor today that brings information to spenders, because they decide for themselves when it comes to buying a product. This is why it is even more important that a company makes a good plan of marketing communication, because it is only then that it will successfully communicate with the target audience and gain the loyalty of spenders. komuniciranje marketinško komuniciranje komunikacijski program ciljno občinstvo komunikacijski kanal določitev marketinškega proračuna mediji oglaševanje pospeševanje prodaje odnosi z javnostmi osebna prodaja neposredno trženje promocijski splet podjetje Henkel Communicating marketing communication communication program target audience communication canal determination of the marketing budget media advertising sales promotion public relations personal selling direct marketing promotional mix company Henkel true true false Slovenski jezik Angleški jezik Magistrsko delo 2014-08-21 08:53:39 2014-10-08 13:54:53 2022-05-15 03:06:45 2021-05-02 03:32:18 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 URN:SI:UM:DK:UJNXD1MQ MAG_Furjan_Tamara_2014.pdf MAG_Furjan_Tamara_2014.pdf 1 D22F185F103CB97FE4AE7D319066962C 2d0b0b17c3893cd1f475f18751b9a251621cf52bebe9b5db24459a4274208a86 0c95566b-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=65469 Ekonomsko-poslovna fakulteta 0 0 0