Socijalni marketing – percepcija i primjena na primjeru tvrtki koje posluju u Republici Hrvatskoj

master's thesis

• Title (english): Social marketing – perception and application using the example of companies operating in the Republic of Croatia
• Author: Barbara Gale
• Mentor: Danijela Lucić (mentor)
• Committee member: Mirko Bilandžić (predsjednik povjerenstva)
• Committee member: Josip Pandžić (član povjerenstva)
• Committee member: Danijela Lucić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2024-03-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology; Specific Sociologies

Abstract

U modernom poslovnom svijetu postoje različiti načini realiziranja društveno odgovornog ponašanja tvrtki. Jedan od načina kojim se ostvaruje djelovanje za društveno dobro jest socijalni marketing. Cilj ovog rada jest upravo ukazati na načine na koje tvrtke koje posluju u Republici Hrvatskoj, a koje su obuhvaćene ovim radom percipiraju i koriste socijalni marketing u kontekstu poslovanja. Iako je socijalni marketing novija tema unutar socioloških istraživanja, postaje sve važniji koncept kako u poslovnom tako i u znanstvenom svijetu. Ovaj rad je usmjeren na istraživanje nekih od najčešće oglašavanih tvrtki koje posluju u Republici Hrvatskoj te njihovom razumijevanju, implementaciji i uspješnosti u provođenju kampanja socijalnog marketinga. Nakon provedenih polustrukturiranih intervjua s donositeljima odluka u odjelu za marketing unutar tri tvrtke, analizirani su dani odgovori. Došlo se do saznanja da navedene tvrtke, odnosno njezini zaposlenici u čiji djelokrug posla bi trebao spadati i socijalni marketing o njemu znaju vrlo malo ili nimalo. Ipak, analizirane tvrtke imaju određene aspekte unutar poslovanja marketinga koji se mogu svrstati u društveno odgovorno djelovanje, iako za ciljeve imaju postavljene druge prioritete. Zaključno, istraživanje je pokazalo kako postoje različita shvaćanja društva i tržišta te samim time postoje različita razumijevanja socijalnog marketinga u kontekstu poslovanja.

Abstract (english)

In the modern business world, there are different ways of realizing the socially responsible behavior of companies towards society and the market of which they are a part. One of the ways in which activities for the social good are realized is social marketing. The goal of this paper is to point out the ways in which companies operating in the Republic of Croatia perceive and use social marketing in the business context. Although social marketing is newer topic within sociological research, it is becoming an increasingly important concept in both the business and scientific worlds. This paper is intended to research some of the most advertised companies operating in the Republic of Croatia and their understanding, implementation and success in conducting social marketing campaigns. After conducting semi-structured interviews with people who are decision makers in the marketing department within three companies, the given answers were analyzed. It was found out that the aforementioned, that is, their employees, whose scope of work should also include social marketing, know very little or nothing about it. Nevertheless, analyzed companies have certain aspects within the marketing business that can be classified under socially responsible action, even though they have other priorities set for their goals. In conclusion, the research showed that there are different understandings of society and the market, and thus there are different understandings of social marketing in the business context.

• Keywords: socijalni marketing; poslovno okruženje; društveno odgovorno djelovanje
• Keywords (english): social marketing; business environment; socially responsible action
• Language: croatian
• URN:NBN: urn:nbn:hr:131:979571
• Study programme: Title: Sociology (double major); specializations in: Research, Teaching; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-03-26 10:56:35