OBLIKOVANJE STRATEGIJE MARKETINŠKEGA KOMUNICIRANJA ZA BLAGOVNO ZNAMKO KRUH PECIVO

Dajčman, Mateja

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Title:	OBLIKOVANJE STRATEGIJE MARKETINŠKEGA KOMUNICIRANJA ZA BLAGOVNO ZNAMKO KRUH PECIVO
Authors:	ID Dajčman, Mateja (Author) ID Pisnik Korda, Aleksandra (Mentor) More about this mentor...
Files:	VS_Dajcman_Mateja_2010.pdf (6,83 MB) MD5: F6DD24FEF7F2A44702D388F380F45AA9 PID: 20.500.12556/dkum/8f636b90-a2bd-49fe-a8dd-97cd6ed8cfca
Language:	Slovenian
Work type:	Undergraduate thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	Komuniciranje je proces, ki se vzpostavlja med ljudmi za zadovoljitev njihovih želja in potreb. Podjetja se poslužujejo komunikacijskih aktivnosti za obveščanje kupcev in prepričevanje v nakup. Na ta način si olajšujejo menjavo dobrin. Temu pravimo marketinško komuniciranje, ki je vodstveni proces, saj podjetja skozi njega vstopijo v dialog z različnimi ciljnimi javnostmi. Z dobro marketinško strategijo lahko podjetja oblikujejo kvaliteten marketinško oglaševalski načrt podjetja. Tako bodo lahko odgovorili na vprašanja, katere so prave stvari, ki jih podjetje mora početi, da bo dosegala želeni cilj. Za dobro oblikovano marketinško strategijo je potrebno dobro poznati kupca in z njim njegove želje ter potrebe. Za tem pa stoji širok spekter teoretičnih znanj in informacij, ki so jim skupne uspešno izpeljane oblikovane strategije marketinškega komuniciranja, kot je prikazano tudi v naši diplomski nalogi za blagovno znamko Kruh pecivo.
Keywords:	Marketinško komuniciranje, sestavine marketing- mixa, ciljno občinstvo, cilji komunikacije, oblikovanje sporočila, komunikacijski kanali, proračun za promocijo, promocijski splet, oglaševanje, neposredne oblike komuniciranja, osebna prodaja, stiki z javnostmi, pospeševanje prodaje, interno komuniciranje, motivacija zaposlenih.
Place of publishing:	Pernica
Publisher:	[M. Dajčman]
Year of publishing:	2010
PID:	20.500.12556/DKUM-16676
UDC:	659.3
COBISS.SI-ID:	10572060
NUK URN:	URN:SI:UM:DK:TJT2LSRD
Publication date in DKUM:	21.02.2011
Views:	3556
Downloads:	462
Metadata:
Categories:	EPF
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Secondary language

Language:	English
Title:	DESIGNING THE MARKETING COMMUNICATIONS STRATEGY OF BRAND KRUH PECIVO
Abstract:	Communication is a process which establishes among people to satisfy their desires and needs. Companies making use of communication activities to inform and persuade customers to buy. In this way, facilitate the exchange of goods. This is known as marketing communication, which is managing the process, since the company through it to enter into dialogue with different target audiences. With a good marketing strategy, companies can create high quality marketing advertising business plan. They will be able to answer the questions, what are the right things that a company must do to achieve the desired objective. For a well-designed marketing strategy it is necessary to know the customer well and with him his wishes and needs. Stands for the broad spectrum of theoretical knowledge and information that they share a successful marketing communication strategy designed, as shown in our thesis for the brand of Kruh pecivo.
Keywords:	Marketing communication, marketing-mix elements, the target audience, objectives of communication, design communication, communication channels, the budget for promotion, web promotion, advertising, direct forms of communication, personal selling, public relations, sales promotion, internal communication, staff motivation.

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