MARKETINŠKO KOMUNICIRANJE V PODJETJU HENKEL

• Main Author: Furjan, Tamara
• Other Authors: Završnik, Bruno
• Format: Master Thesis
• Language: Slovenian
• Published: 2014
• Subjects: komuniciranje; marketinško komuniciranje; komunikacijski program; ciljno občinstvo; komunikacijski kanal; določitev marketinškega proračuna; mediji; oglaševanje; pospeševanje prodaje; odnosi z javnostmi; osebna prodaja; neposredno trženje; promocijski splet; podjetje Henkel; Communicating; marketing communication; communication program; target audience communication canal; determination of the marketing budget; media; advertising; sales promotion; public relations; personal selling; direct marketing; promotional mix; company Henkel; sami
• Online Access: https://dk.um.si/IzpisGradiva.php?id=45283; https://dk.um.si/Dokument.php?id=65469&dn=

Dandanes je največji izziv za novodobna podjetja imeti dobro marketinško komuniciranje. Vsako podjetje se zaveda, da bo na konkurenčnem trgu uspešno le, če mu bo uspelo zadovoljiti potrebe kupcev in doseči čim večji dobiček. Potrebno je približati izdelke potrošnikom, jih prepričati v najboljšo kvaliteto in korist izdelka na trgu ter jih spodbuditi k samemu nakupu. V magistrski nalogi smo se osredotočili na marketinško komuniciranje v podjetju Henkel. Danes ni več le oglaševanje tisto, ki bi prinašalo informacije za porabnike, saj se sami odločajo o nakupu izdelka. Zato je še posebej pomembno, da podjetje sestavi dober načrt marketinškega komuniciranja, saj bo le tako lahko uspešno komuniciralo z ciljnim občinstvom in pridobilo lojalnost porabnikov. The biggest challenge for the companies in today's world is to have a good marketing communication. Every company is aware, that it will be successful in the competitive market only if he manages to satisfy the needs of buyers and make a profit. It is necessary to approximate products to consumers, convince them into the best quality and of the product on the market and encourage them to shop. In this masters assignment we are focused on marketing communication in company Henkel. Promotion is not the only factor today that brings information to spenders, because they decide for themselves when it comes to buying a product. This is why it is even more important that a company makes a good plan of marketing communication, because it is only then that it will successfully communicate with the target audience and gain the loyalty of spenders.