20.500.12556/DKUM-67435 Marketinško komuniciranje na primeru podjetja Paloma d. d. Marketing communication activities in Paloma d. d. Diplomski projekt je sestavljen iz teoretičnega in empiričnega dela. V uvodu je predstavljena tema samega projekta, njegov namen, cilji, metode in omejitve. V teoretičnem delu je predstavljen pomen komuniciranja in njegov potek. Predstavljene so opredelitve marketinškega komuniciranja in oblikovanja celovitega programa marketinškega komuniciranja. Marketinško komuniciranje običajno sestoji iz štirih instrumentov in sicer, oglaševanja, pospeševanja prodaje, osebne prodaje in stikov z javnostmi. Samo komuniciranje pa služi kot dvosmerni tok informacij med organizacijami in obstoječimi ter potencialnimi odjemalci. Odjemalce informira o izdelkih, storitvah in blagovnih znamkah neke organizacije ter jih opominja na nakup in uporabnost le teh. V empiričnem delu diplomskega projekta je predstavljeno marketinškego komuniciranje na primeru podjetja Paloma d.d.. Predstavljeno je podjetje, njegova zgodovina ter njegovi izdelki in blagovne znamke. Opisan je celoten komunikacijski program podjetja in predstavljeni so instrumenti marketinškega komuniciranja na primeru tega podjetja. Cilji diplomskega projekta zajemajo predstavitev in opredelitev komuniciranja, marketinškega komuniciranja in njegovih instrumentov. Prav tako zajemajo predstavitev družbe Paloma, njenih izdelkov in blagovnih znamk ter njenega programa in instrumentov marketinškega komuniciranja. The thesis is divided into a theoretical and a empirical part. Its theme, purpose, goals, used methods and restrictions are presented in the introduction. In the theoretical part of the thesis we presented the meaning and process of communication. We also explained what are marketing communication activities and what are the steps into making a comperhensive marketing communication program. Marketing communication tools usually contain advertisment, sales promotion, personal sales and public relations. The whole communication is a two-way flow between an organisation and its current or potential customers. It serves as a way to inform potential customers about their products, services or brands and it reminds them that they can purchase and/or use the items. In the empirical part of the thesis we presented marketing communication activities of a slovenian company Paloma d.d.. We presented the historical path of the organisation and their brands and products. We also described their marketing communication program and their communication tools. The goals of this thesis contain presentation and definition of communication, marketing communication and its tools. They also contain a presentation of the before mentioned company and it's program. Marketinško komuniciranje oglaševanje pospeševanje prodaje osebna prodaja odnosi z javnostmi odjemalci. Marketing communications advertisment sales promotion personal sales public relations customers. true true false [M. Oreški] Slovenski jezik Angleški jezik Delo diplomskega projekta/projektno delo 2017-08-17 17:04:55 2017-11-27 11:21:35 2022-08-01 13:58:33 2019-07-11 16:20:19 2017 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 2020-08-24 659.3 12885788 URN:SI:UM:DK:EWRYV1T6 UN_Oreski_Martina_2017.pdf UN_Oreski_Martina_2017.pdf 1 C9A3F8D3082D8B00C40046048303FFA8 217217ee5306e36d733a54241a3a1330231d84e486d8979e111767af10384e00 891d5471-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/7dfd9e11-b69f-4d00-b5de-c00fbef3683d https://dk.um.si/Dokument.php?lang=slv&id=115638 Ekonomsko-poslovna fakulteta 0 0 0