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Marketinška naravnanost obrtniških podjetij : študija primera : diplomsko deloOrnik, Nuša, 1998-O marketinški naravnanosti majhnih obrtniških podjetij je v znanstveni literaturi napisanega precej malo. V svoji nalogi sem se osredotočila na študijo primera na osnovi majhnega obrtniškega ... podjetja, ki deluje v kamnoseški in restavratorski panogi. S pomočjo teorije s področja marketinške naravnanosti sem pripravila kvalitativno raziskavo. Izvedla sem polstrukturirane, poglobljene intervjuje s štirimi zaposlenimi v podjetju. Intervjuvala sem direktorja podjetja, vodjo prodaje, zaposlenega v prodaji in vodjo proizvodnje. Zanimalo me je razumevanje marketinga znotraj podjetja in v katero od teoretskih tipologij na področju marketinške usmerjenosti lahko opazovano podjetje uvrstimo. Razumevanje marketinga v opazovanem majhnem obrtniškem podjetju je okrnjeno, čemur botruje dejstvo, da si v majhnih podjetjih finančno ne morejo privoščiti zaposlovanja marketinških strokovnjakov, prav tako pa so sredstva za vpeljavo marketinških aktivnosti zelo omejena. Zato marketing običajno prevzame eden od zaposlenih ali direktor, ki pa si zanj zaradi ostalih nalog in obveznosti običajno ne more vzeti dovolj časa. Opazovano podjetje sem uvrstila v tipologijo podjetniške marketinške usmerjenosti, saj po zbranih podatkih podjetje skoraj v vseh točkah sovpada s to tipologijo.Type of material - undergraduate thesis ; adult, seriousPublication and manufacture - Ljubljana : [N. Ornik], 2022Language - slovenianCOBISS.SI-ID - 120807683
Author
Ornik, Nuša, 1998-
Other authors
Golob, Urša, 1977- |
Verk, Nataša
Topics
Trženje |
Mala in srednja podjetja |
Podjetništvo |
Univerzitetna in visokošolska dela |
marketinška usmerjenost |
podjetniška marketinška usmerjenost
Library | Call number – location, accession no. ... | Copy status |
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FSS, J. Goričar Central Social Sciences Library, Ljubljana | Č Ms 17525 Closed stacks | loan not possible |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Ornik, Nuša, 1998- | |
Golob, Urša, 1977- | 28675 |
Verk, Nataša | 35126 |
Source: Personal bibliographies
and: SICRIS
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