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Virtualne priložnosti komuniciranja in prodaje
Drago Papler, 2021, preface, editorial, afterword

Keywords: digitalizacija, komuniciranje, kakovost, prodaja, komunikacijski kanali, marketing, poslovni procesi, reorganizacija
Published in RUNG: 24.04.2023; Views: 965; Downloads: 0
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Comparison of Effectiveness between Traditional and Digital Marketing in a Selected Company
Veronika Stoilkovska, 2022, undergraduate thesis

Abstract: The thesis contains the differences between traditional and digital marketing, a comparison between the advantages and disadvantages for both marketing methods, types of channels they have, methods of calculating the effectiveness of both methods and research to show how theory can be put into application in the real world, and what kind of results come out. The research is based on data from a selected company, Bolton Adriatic d.o.o., where there are consumer brands from three types of industries: house cleaning brand, food brand, and personal care brand. These brands are introduced by traditional ways of marketing, digital ways of marketing, and both marketing ways. The goal of the research is to show the performance of different channels in the year of 2020. The approach to the research is secondary based. Quantitative data was gathered from archives and analysed further into descriptive representation.
Keywords: Traditional marketing, digital marketing, effectiveness, data, performance, comparison, metrics, key performance indicators, advantages and disadvantages
Published in RUNG: 14.09.2022; Views: 1528; Downloads: 52
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Establishing a new balance : a fair marriage between global and local value chains
Vesna Lavtižar, Andreea Oarga-Mulec, 2022, independent professional component part or a chapter in a monograph

Keywords: supply chains, marketing chains, natural disasters, covid-19, globalization
Published in RUNG: 12.07.2022; Views: 1562; Downloads: 54
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Vpliv digitalnega marketinga na pospeševanje prodaje v izbranem podjetju : diplomsko delo
Jovan Sošić, 2021, undergraduate thesis

Abstract: Cilj in namen digitalnega marketinga je povezati ponudbo in povpraševanje. Digitalni marketing se osredotoča na stranko,ter z uporabo različnih oglaševalskih orodij omogoča različne in poceni pristope do potencijalnih strank in tako omogoča prihranek virov in denarja. Stranka lahko brska po ponudbah in idejah iz udobja svojega doma, tržni strokovnjaki pa lahko delajo celo od doma, še posebej, če uporabljajo eno najbolj priljubljenih platform danes, družbene medije. V diplomskem delu smo se osredotočili na uporabo storitve GoogleAds, oglaševalskega orodja za promoviranje poslovnih storitev podjetja Busness Solutons. Preučili smo, kako ustvariti oglaševalsko kampanjo in kaj so najbolj pomembni dejavniki pri pripravi oglaševalske kampanje z Google Ads. Podjetje je na ta način pridobilo večjo prisotnost na spletu in posledično nove stranke.
Keywords: diplomske naloge, digitalni marketing, optimizacija spletnih strani, povečanje prodaje, družbena omrežja, GoogleAds, marketinške strategije, kanali digitalnega marketinga
Published in RUNG: 24.09.2021; Views: 2749; Downloads: 221
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Smart phones, smarter marketing: suggesting strategies through smart phones in India
Rajan Gupta, Saibal K. Pal, Saibal K. Pal, 2012, independent scientific component part or a chapter in a monograph

Abstract: Marketing via mobile phones, commonly known as Mobile (m)-Marketing, includes advertising, promotions, direct marketing and customer relationship management using mobile calls or mobile media like SMS and MMS. With over two billion mobile users currently available all over the world and a significant percentage switching to smart phones, marketers now have new opportunities to target users of such devices. This paper focuses on identifying and designing marketing strategies for different sectors and product/service categories in India using these smart devices and available services. Primary data collection has been carried out by interviewing marketing and store managers and also by collecting responses from users. We identify sectors like banking & financial services, education, health, real estate, airlines, tourism and hospitality and suggest interesting marketing opportunities for the mobile platform. We believe that these initiatives would open up new channels for customer engagement, branding, advertising and product promotion. We also feel that with regular addition of new players, the future holds bright for brands coming together, selling together and marketing together in the smartest possible way.
Keywords: marketing strategy, mobile marketing, smart phones, dual branding
Published in RUNG: 05.04.2021; Views: 2021; Downloads: 0
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Branding strategies for real estate companies in Delhi-NCR
Rajan Gupta, Saibal K. Pal, Saibal K. Pal, 2012, independent scientific component part or a chapter in a monograph

Abstract: Real estate is one of the fastest growing industries in India mainly due to rising population and income, movement of people to larger cities & towns and increasing demand-supply gap. Many Indian and foreign companies have started investing heavily in this sector as bright prospects can be witnessed in metro and big cities as well as smaller towns in India. Major players like DLF, Unitech, Ansals, Omaxe and Parsavnath Developers have shown good turnover in recent times and many others are in the process of establishing themselves in this business. With New Delhi being the national capital of India, this region provides variety of opportunities to people from different parts of the country. Properties ranging from one bedroom residential flats to lavish bungalows and from small shops and offices to large commercial spaces and business centers are all in demand. The number of real estate and construction companies in this region has also increased drastically, thereby increasing competition amongst them. Different companies have started adopting unique and innovative marketing strategies for attracting different categories of customers in this region. This paper first analyzes existing marketing strategies that are adopted by popular real estate firms for addressing different customer segments and then suggests newer ones to attract business from investors and buyers in the Delhi - National Capital Region (NCR) for residential purpose. Secondary information from various sources was used and primary information was collected by interacting with real estate developers and different categories of customers. Innovative applications of Information Technology in this industry are also portrayed in this paper.
Keywords: real estate, brand differentiation, marketing strategy, consumer behaviour
Published in RUNG: 05.04.2021; Views: 2274; Downloads: 0
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Glocalization strategies of multinational food giants in India
Saibal K. Pal, Rajan Gupta, 2011, original scientific article

Keywords: management strategies, marketing, consumer behaviour, food industry
Published in RUNG: 02.04.2021; Views: 2025; Downloads: 67
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A study on cause related marketing: antecedents and consequents in relation to purchase intention of consumers in Delhi, India
Saibal K. Pal, 2017, original scientific article

Abstract: The study examines the antecedents and consequents of Cause Related Marketing (CRM) and its impact on the purchase intention of consumers directly and indirectly. The aim of the study is to understand the impact of CRM activities on the company and its brand and analyze its influence on the purchase intention of consumers. To fulfill the objectives, descriptive research with sample of 415 consumers has been used. Data is collected with the help of semi-structured questionnaires in Delhi-NCR, India from January-June 2016. To determine sample, convenience sampling is used and analysis is done using statistical techniques such as Correlation, Regression and ANOVA. The finding of the study reveals that sponsorship, market orientation and awareness of events contribute in effective implementation of cause related marketing. Also CRM influences consumer attitude, brand loyalty and corporate reputation. CRM activities were found to have a significant impact on purchase intention of consumers. Also, the findings imply that women related and anti-trafficking issues must be adopted as the central theme for CRM activities to attract more consumers to participate in the campaign. Organizations that intent to increase purchase intention of consumers can do it through Cause Related Marketing campaigns and can understand the antecedents that make CRM a successful activity with the help of this study. The study has paid attention towards conceptualization of CRM and examining the impact of various antecedents and consequences of CRM. Such exhaustive research framework has not been developed and tested by prior studies which novel in current research.
Keywords: cause related marketing, purchase intention, sponsorship, corporate credibility, market orientation, brand loyalty, consumer attitude
Published in RUNG: 01.04.2021; Views: 2098; Downloads: 0
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Analiza skladnosti koncepta poslovnega dogodka s ciljem utrjevanja strategije lastne blagovne znamke v visokotehnološkem podjetju : /
Jani Pavletič, 2017, undergraduate thesis

Abstract: V diplomskem delu smo se osredotočili pretežno na organizacijo poslovnega dogodka in njegovo skladnostjo s poslovnimi in strateškimi cilji podjetja. Govorili bomo pretežno o eni izmed poslovnih enot podjetja Instrumentation Technologies, in sicer poslovni enoti Libera. Podjetje Instrumentation Technologies vsakoletno organizira pomemben poslovno-marketinški dogodek, ki je eden glavnih komunikacijskih orodij za pridobivanje povratnih informacij s strani končnih odjemalcev. Izvedli smo analizo obstoječega stanja v podjetju, analizirali ciljni segment, konkurenco in pretekle poslovno-marketinške dogodke Libera Workshop. Na koncu smo podali tudi rezultate anket o zadovoljstvu udeležencev letošnjega dogodka Libera Workshop in predloge za nadaljnjo delo. Namen diplomskega dela je ugotoviti skladnost koncepta in organizacije poslovno-marketinškega dogodka Libera Workshop z vizijo in poslovnimi cilji podjetja Instrumentation Technologies na podlagi teoretičnih izhodišč in izvedbe empirične raziskave.
Keywords: Strateški marketing, poslovno-marketinški dogodek, marketinško komuniciranje.
Published in RUNG: 25.09.2017; Views: 4619; Downloads: 290
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Brand introduction on the Slovenian market: case study Gurieli tea
Mariam Parekhelashvili, 2016, master's thesis

Abstract: Human beings have always tried to create new, innovative things so as to gain profit out of them. Companies which are following the human beings nature strive to satisfy customers’ demand for high-quality products and services. Developing a new product is always a complex and experimental process. The process of introducing new products to an international market is as risky as it is vital for the long-term success of many companies. The number of new products introduced globally is increasing every year, but great majority of them fail. The main purpose of this thesis is to develop an effective marketing plan for the new product introduction to an international market - a successful launch of the Georgian Gurieli tea to the Slovenian market. Market research gave us a business view of the tea industry on the Slovenian market. By means of secondary research and market analysis, we identified potential customers, understood market conditions and competitive landscape. The main steps of proposed marketing strategy are segmentation, targeting and successful positioning (STP). STP focuses on commercial effectiveness, selecting the most valuable segments of the Slovenian market and developing the marketing mix and product positioning strategy for each recognized segment. Planned implementation of a subtle advertising campaign for the Gurieli tea would be a vital component of the strategy - through an innovative marketing communication mix the product would be successfully introduced and promoted to target customers.
Keywords: Product development, tea, brand introduction, segmentation, targeting, positioning, market research, international market, marketing mix, communication.
Published in RUNG: 07.10.2016; Views: 6077; Downloads: 250
.pdf Full text (1,88 MB)

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