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master's thesis
Organizacija marketinške funkcije
2017. urn:nbn:hr:162:552567
Mikulandra, Katarina
University of Zadar
Department of Economics

Cite this document

Mikulandra, K. (2017). Organizacija marketinške funkcije (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:552567

Mikulandra, Katarina. "Organizacija marketinške funkcije." Master's thesis, University of Zadar, 2017. https://urn.nsk.hr/urn:nbn:hr:162:552567

Mikulandra, Katarina. "Organizacija marketinške funkcije." Master's thesis, University of Zadar, 2017. https://urn.nsk.hr/urn:nbn:hr:162:552567

Mikulandra, K. (2017). 'Organizacija marketinške funkcije', Master's thesis, University of Zadar, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:162:552567

Mikulandra K. Organizacija marketinške funkcije [Master's thesis]. Zadar: University of Zadar; 2017 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:162:552567

K. Mikulandra, "Organizacija marketinške funkcije", Master's thesis, University of Zadar, Zadar, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:162:552567

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Metadata
TitleOrganizacija marketinške funkcije
Title (english)The Marketing Function Organization
AuthorKatarina Mikulandra
MentorStipe Belak (mentor)
Committee memberAleksandra Krajnović (predsjednik povjerenstva)
Committee memberStipe Belak (član povjerenstva)
Committee memberAnte Panjkota (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2017-01-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Organizacija marketinške funkcije predstavlja predmet istraživanja, a motivacija za provedbu istraživanja proizlazi iz činjenice da je organizacija dinamička znanost koja se razvija pod snažnim utjecajem promjena u globalnom poslovnom okruženju. Fokus na organizaciju marketinške funkcije proizlazi iz činjenice da je poslovni uspjeh poduzeća uvelike determiniran usvajanjem marketinške orijentacije na razini organizacije kao cjeline. Istraživanjem se želi odgovoriti kako pristupiti organizaciji... More na način da marketinška orijentacija prožima sve organizacijske aspekte. Od znanstveno-istraživačkih metoda u radu korištena je metoda analize i sinteze, metoda deskripcije, povijesna metoda te metoda dedukcije. Rezultati istraživanja ukazuju kako su nužni preduvjeti za usvajanje marketinške orijentacije na razini organizacije kao cjeline usvajanje kros-funkcijskog i mrežnog, horizontalnog pristupa organizaciji marketinga koji treba izaći iz mehanicističkih okvira izolirane poslovne funkcije. Less
Abstract (english)
The research topic is the organization of marketing function. A motivation for the research comes from the fact that the organization is a dynamic science that is strongly influenced by changes in the global business environment. The focus on the organization of marketing functions stems from the fact that the business success of the company is greatly determined by adopting a marketing orientation at the level of the organization as a whole. The research seeks to answer the question how to... More approach the organization in a way that marketing orientation permeates all organizational aspects. Methods of analysis and synthesis, description method, historical method and the method of deduction have been used in research. The research results indicate that the necessary preconditions for the adoption of marketing orientation at the level of the organization as a whole depends on adapting a crossfunctional and network, horizontal approach to the organization of marketing that needs to get out of mechanistic framework of isolated business functions. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:552567
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-04-06 08:00:08
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