PROCES IZBIRE AGENCIJ ZA TRŽNO KOMUNICIRANJE - Prelog, Uroš ([U. Prelog], 2016)
Tržno komuniciranje je ključno za organizacije, da lahko vzpostavijo interaktivni odnos s potencialnimi oziroma obstoječimi porabniki. Agencije za tržno komuniciranje se s tem profesionalno ukvarjajo, zato v ta proces vlagajo največjo mero strokovnosti, kreativnosti in učinkovitosti. Zaradi tega organizacije oziroma naročniki sodelujejo z njimi in plačujejo za njihove kreativne rešitve. Izbira agencije za tržno komuniciranje je za organizacije strateškega pomena. Prikazali smo proces izbire agencij za tržno komuniciranje in elemente, ki so pomembni pri sami izbiri. V teoretičnem delu smo predstavili tržno komuniciranje v različnih oblikah, organiziranost agencij za tržno komuniciranje in okolje, v katerem agencije za tržno komuniciranje opravljajo storitve. V raziskovalnem delu diplomskega dela smo dobili odgovore, na kakšen način agencije za tržno komuniciranje delujejo na trgu ponudbe storitev tržnega komuniciranja. Marketing communications is crucial for organisations to establish an interactive relationship with potential or existing consumers. Marketing communications agencies deal with that professionally, therefore they are handling it the most professionally, creatively and effectively. For that reason the organisations or suppliers cooperate with them and pay for their creative solutions. The selection of marketing communications agency is of strategic importance to organisations. We have shown the selection process of marketing communications agencies and the elements that are important in the selection. In the theoretical part we have presented the marketing communications in different forms, organisation of marketing communications agencies and the environment where the marketing communications agencies perform their services. In the research part of this diploma work we have received the answers about the way the marketing communications agencies operate in the market of the supply of services of marketing communications.