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master's thesis
Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima
2021. urn:nbn:hr:187:757137
Car, Marin
University of Rijeka
Faculty of Maritime Studies, Rijeka
Department of Logistics and Management

Cite this document

Car, M. (2021). Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima (Master's thesis). Rijeka: University of Rijeka, Faculty of Maritime Studies, Rijeka. Retrieved from https://urn.nsk.hr/urn:nbn:hr:187:757137

Car, Marin. "Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima." Master's thesis, University of Rijeka, Faculty of Maritime Studies, Rijeka, 2021. https://urn.nsk.hr/urn:nbn:hr:187:757137

Car, Marin. "Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima." Master's thesis, University of Rijeka, Faculty of Maritime Studies, Rijeka, 2021. https://urn.nsk.hr/urn:nbn:hr:187:757137

Car, M. (2021). 'Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima', Master's thesis, University of Rijeka, Faculty of Maritime Studies, Rijeka, accessed 05 May 2024, https://urn.nsk.hr/urn:nbn:hr:187:757137

Car M. Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima [Master's thesis]. Rijeka: University of Rijeka, Faculty of Maritime Studies, Rijeka; 2021 [cited 2024 May 05] Available at: https://urn.nsk.hr/urn:nbn:hr:187:757137

M. Car, "Specifičnosti marketinga u suvremenim pomorskim poslovnim sustavima", Master's thesis, University of Rijeka, Faculty of Maritime Studies, Rijeka, Rijeka, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:187:757137

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Metadata
TitleSpecifičnosti marketinga u suvremenim pomorskim poslovnim sustavima
Title (english)Specifics of marketing in modern maritime business systems
AuthorMarin Car
MentorBorna Debelić (mentor)
Committee memberSiniša Vilke (predsjednik povjerenstva)
Committee memberDražen Žgaljić (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Maritime Studies, Rijeka
(Department of Logistics and Management)
Rijeka
Defense date and country2021-10-06, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Traffic and Transport Technology
Abstract
Pojam marketinga prvenstveno asocira na određeno oglašavanje, no marketing je puno više od toga. Osnovna svrha marketinga odnosno zadatak je istražiti što potrošači žele, koje su njihove potrebe, i sukladno tome trebaju sudjelovati u pronalasku i stvaranju odgovarajućeg proizvoda ili usluga te ih poticati na kupnju istih. Marketing u brodarstvu nije zadužen samo za razvoj i implementaciju programa i strategija, već ima potrebu za marketinškom orijentacijom unutar čitave kompanije sa određenim unutarnjim aktivnostima te prema van sa vanjskim aktivnostima. Brodarsko poduzeće mora biti orijentirano prema kupcu što znači da mora razumjeti tko su ti kupci i njihove potrebe te stvarati kontinuiranu vrijednost za njih. Stoga, marketing u brodarstvu obuhvaća analizu tržišta i segmentaciju, strateško planiranje, promociju i pružanje prijevozne usluge. Također, u današnjem visoko konkurentnom okruženju, marketing je i jedna od najkritičnijih aktivnosti morskih luka. U bilo kojoj luci postoji potreba za definiranjem marketinških ciljeva i strategije.
Abstract (english)
The term marketing is primarily associated with a particular advertisement, but marketing is much more than that. The main purpose of marketing is to research what consumers want, what their needs are, and accordingly they should participate in finding and creating the appropriate product or service and encourage them to buy them. Marketing in shipping is not only in charge of the development and implementation of programs and strategies, but there is a need for marketing orientation within the entire company with certain internal activities and outward with external activities. The shipping company must be customer-oriented, which means that it must understand who these customers are and their needs and create continuous value for them. Therefore, marketing in shipping includes market analysis and segmentation, strategic planning, promotion and provision of transportation services. Also, in today’s highly competitive environment, marketing is one of the port’s most critical activities. In any port there is a need to define marketing goals and strategies.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:187:757137
Study programmeTitle: Logistics and Management in Maritime Industry and Transport
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra inženjer/inženjerka logistike i menadžmenta u pomorstvu (magistar/magistra inženjer/inženjerka logistike i menadžmenta u pomorstvu)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-12-29 08:02:17