undergraduate thesis
UPRAVLJANJE INTEGRIRANOM MARKETINŠKOM KOMUNIKACIJOM NA POSLOVNOM SLUČAJU

Filip Đuvelek (2016)
University of Split
Faculty of economics Split
Metadata
TitleUPRAVLJANJE INTEGRIRANOM MARKETINŠKOM KOMUNIKACIJOM NA POSLOVNOM SLUČAJU : završni rad
AuthorFilip Đuvelek
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Hotelijerstvo, kao značajno područje turističke djelatnosti u svojoj poslovnoj koncepciji obvezno stavlja u fokus razmišljanja krajnjega potrošača, kupca svojeg proizvoda i korisnika svojih usluga, dakle gosta. Sukladno tomu, marketinška koncepcija ima dominantnu ulogu u cjelokupnomu hotelskom poslovanju. S obzirom na to da je hotelsko poslovanje pretežno usmjereno prema uslužnoj djelatnosti, zato i cjeloviti marketinški pristup treba respektirati tu činjenicu i u tom smislu tzv. klasični marketinški pristup prilagoditi specifičnim uvjetima i potrebama ove djelatnosti. Komplementarnost usluga u marketinškom spletu hotelskoga poduzeća, nemogućnost skladištenja usluga, izraženi sezonski utjecaji, značenje ljudskog čimbenika itd. - samo su neke posebnosti ove djelatnosti koje sudjeluju u kreiranju specifičnog koncepta hotelijerskoga marketinga.
Keywordshotel industry marketing mix hotel marketing
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeTourism
Academic title abbreviationuniv. bacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09
Parallel abstract (English)
The hotel industry , as a significant area of tourism activities in its business concept of mandatory puts the focus on the end consumer , the purchaser of its products and the users of their services , so the guest. Accordingly, the marketing concept has a dominant role in the entire hotel business. Given the fact that the hotel business is mainly directed towards the services industry , and therefore a complete marketing approach should respect this fact and in this sense, so-called classic marketing approach adapted to the specific conditions and needs of this industry . The complementarity of services in marketing mix of hotel company , the inability storage services , expressed seasonal influences , the meaning of human factors , etc . - are only some peculiarities of the activities involved in the creation of a specific concept of hotel marketing.
Parallel keywords (Croatian)hotelijerstvo marketinški splet hotelski marketing
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:974642
CommitterIvana Gizdić