undergraduate thesis
USMENA PREDAJA U UPRAVLJANJU PROIZVODOM

Tea Budimir Bekan (2016)
University of Split
Faculty of economics Split
Metadata
TitleUSMENA PREDAJA U UPRAVLJANJU PROIZVODOM : završni rad
AuthorTea Budimir Bekan
Mentor(s)Neven Šerić (thesis advisor)
Abstract
Tema ovog završnog rada je značaj i utjecaj usmene predaje u upravljanju proizvodom. Radom se prvo prezentiraju teorijske osnove vezane za temu rada što podrazumijeva osnovne podatke što je proizvod, koje su faze razvoja novog proizvoda, što je u teoriji usmena predaja te na koji način i kojim varijablama ona može utjecati na prepoznatljivost proizvoda na tržištu. U empirijskom dijelu rada ispitani su stavovi ljudi o tome kakav utjecaj ima usmena predaja na imidž novog proizvoda, te koliko oni mijenjaju svoja mišljenja obzirom na usmenu predaju njihove obitelji, prijatelja i poznanika. Te smatraju li usmenu predaju adekvatnijim i uspješnijim načinom djelovanja na prepoznatljivost proizvoda naspram tradicionalnog načina oglašavanja i promocije.
KeywordsWord of mouth product management recignition impact promotion
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelundergraduate
Study programmeBusiness Studies
Academic title abbreviationuniv. bacc.oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-07
Parallel abstract (English)
The theme of this final essay is importance and impact of Word of mouth in product management. Through this essay first there were some theoretical basis about theme of essay which includes basic information about what product is, stages of new product development, what is word of mouth in a theory and in which way and with what variables word of mouth can impact on product recognition on the market. In empirical chapter of essay we examine people's attitudes about impact of word of mouth on image of a new product and how can WOM affect our thinking through family, friends and/or acquaintances. And in the end do they think that word of mouth is adequate and successful way of action on product recognition in opposition to traditional way of advertising and promotion.
Parallel keywords (Croatian)usmena predaja upravljanje proizvodom prepoznatljivost utjecaj promocija
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:652707
CommitterIvana Gizdić