Trženjski splet podjetja IKEA : diplomsko delo (višješolski študij) = Marketing mix of IKEA company : graduation thesis (higher professional studies)
Šušteršič, Jeni
Predstavili smo teorijo in prakso trženja podjetja IKEA, ki je v 60 letih svojega obstoja postalo eno vodilnih na področju maloprodaje pohištva. Poudarili smo njeno poslanstvo, iz katerega izhaja ...njena tržna strategija, in pristop k izbiri ciljnih trgov. Prikazali smo, kako se v tem podjetju oblikuje trženjski splet, ki ga sestavljajo spleti izdelkov, cen, tržnih poti in tržnega komuniciranja. Opisali in analizirali smo tudi konkurenčne prednosti podjetja pri maloprodaji pohištva in predstavili družbeno odgovorni tržni koncept poslovanja podjetja, ki poleg ponudbe večje vrednosti kupcem upošteva tudi ohranjanje oz. povečanje blaginje družbe.
Type of material - undergraduate thesis
; adult, serious
Publication and manufacture - Ljubljana : [J. Šušteršič], 2002
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