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undergraduate thesis
INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI
Završni rad
Split: University of Split, Faculty of economics Split, 2018. urn:nbn:hr:124:921123
Luštica, Filip
University of Split
Faculty of economics Split

Cite this document

Luštica, F. (2018). INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:921123

Luštica, Filip. "INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:921123

Luštica, Filip. "INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:921123

Luštica, F. (2018). 'INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 25 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:921123

Luštica F. INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:124:921123

F. Luštica, "INTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:921123

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Metadata
TitleINTEGRIRANE MARKETINŠKE KOMUNIKACIJE NA PRIMJERU PRIPAJANJA SPLITSKE BANKE OTP GRUPI : Završni rad
AuthorFilip Luštica
MentorIvana Bilić (mentor)
MBZ: 293643
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
U ovome radu cjelovito je obrađeno područje integriranih marketinških komunikacija sa svojim najznačajnijim oblicima – oglašavanje, osobna prodaja, unapređenje prodaje, direktni marketing, Internet, odnosi s javnošću i publicitet. Navedeni oblici promatrani su s aspekta općeg suvremenog i bankarskog poslovanja, odnosno bankarske akvizicije između Splitske banke i OTP banke Hrvatska. Teorijski se objašnjava značaj ovih oblika u modernoj bankarskoj poslovnoj filozofiji. Uloga integrirane marketinške komunikacije s razvojem tehnologije i znanosti sve više dobiva na važnosti, i predstavlja jedan od glavnih alata za stvaranje dodatne vrijednosti proizvoda ili usluga i njihovo diferenciranje od konkurenata.
Abstract (english)
In this paper, the area of integrated marketing communications is fully addressed with its most important forms - advertising, personal sales, sales promotion, direct marketing, Internet, public relations and publicity. These forms are viewed from the perspective of general modern and banking operations, respectively, banking acquisition between Splitska banka and OTP Bank Hrvatska. The importance of these forms in the modern banking business philosophy is explained theoretically. The role of IMC with the development of technology and science is gaining in importance, and is one of the main tools for creating additional value of products or services and their differentiation from competitors.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:921123
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
RepositoryREFST
Created on2018-11-22 09:35:11