master's thesis
The rule of project marketing in agriculture

Marijan Matić (2014)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Poljoprivredni fakultet
Zavod za Agroekonomiku
Metadata
TitleUloga projektnog marketinga u poljoprivredi
AuthorMarijan Matić
Mentor(s)Zdravko Tolušić (thesis advisor)
Abstract
Tema ovog diplomskog rada je projektni marketing, a odnosi se na problematiku marketinga koja nije zastupljena niti u jednoj od knjiga do sada napisanih i objavljenih na hrvatskom jeziku. U usporedbi s tradicionalnim, te poslovnim (B2B) marketingom, karakteristike projektnog marketinga ukazuju na njegovu iznimnost, primjerice način na koji se njime koriste poslovni subjekti koji se bave prodajom industrijskih usluga i proizvoda. Objašnjavaju se specifične karakteristike projektnog marketinga i prikazuju različite prakse pri marketingu projekta. Nadalje, povezuje se korporacijska strategija sa strategijom projektnog marketinga i objašnjava osnovni marketinški pristup. Prikazuju se metode kojima se analizira marketinško okružje i milje te upravlja odnosom dobavljač – kupac. Projektni marketing predstavlja suvremenu marketinšku koncepciju poslovanja poduzeća na tržištu i vrstu poslovnog marketinga. To je proces koji omogućava poduzeću – isporučitelju projekta da djelujući anticipativno definira projektnu ponudu, čime si osigurava željeni stupanj fleksibilnosti potreban za prilagođavanje zahtjevima kupca projekta, temeljem stvorenih odnosa s kupcima i zainteresiranim stranama za projekt.
Keywordsmarketing project market project marketing
Parallel title (English)The rule of project marketing in agriculture
Committee MembersKrunoslav Zmaić
Tihana Sudarić
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Poljoprivredni fakultet
Lower level organizational unitsZavod za Agroekonomiku
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineBIOTECHNICAL SCIENCES
Agronomy
Economics
Study programme typeuniversity
Study levelgraduate
Study programmeAgroeconomics
Academic title abbreviationmag. ing. agr.
Genremaster's thesis
Language Croatian
Defense date2014-07-14
Parallel abstract (English)
The topic of this graduate thesis is project marketing, and it refers to issues of marketing strategy which isn’t known in books written until now and published on Croatian language. In comparison with traditional, business (B2B) marketing, characteristics of project marketing point on his particularity, such as the way that business subject, that sells industry services and product, use them. It’s illustrating specific characteristics of project marketing and showing different practicis on marketing of project. Moreover, connects corporation strategy with strategy of project marketing, and annotate basical marketing acces. It’s showing methods that analized marketing environment and control of relation supplier – client. Project marketing is modern marketing conception of business activity of some companion market and category of business marketing. It’s process that provides that company – distributor of project working anticipative defines project offer, and provides to himself wanted degree of flexibility needed to adapt request of project clients, on grounds of made relations with clients interested sides for project.
Parallel keywords (Croatian)marketing projekt tržište projektni marketing
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
Notediplomski rad
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:151:377839
CommitterLjiljana Vučković Vizentaner