Marketinški plan u pomorskim organizacijama

U ovom završnom radu obrađena je tema marketinga i marketinškog planiranja kao bitan faktor u poslovanju pomorske organizacije. Marketing je proces kojim organizacije stvaraju vrijednost za kupce i stvaraju snažne odnose s kupcima da bi za uzvrat od kupaca dobili vrijednost. Ističe se važnost marketinške promocije zbog sve veće turističke potražnje u nautičkim lukama hrvatske obale. Cilj ovog rada je obrada bitnih stavki marketinškog plana kao što su segmentiranje i pozicioniranje unutar organizacije kako bi poslovanje bilo uspješno. U ovom radu, kroz sljedeće cjeline prikazana je važnost marketing plana kao dijela procesa kojim poduzeće definira ciljeve, odabire najpovoljniju strategiju i provodi taktiku.In this final paper, the topic of marketing and marketing planning is considered as an important factor in the operations of maritime organizations. Marketing is a process by which organizations create value for customers and create strong customer relationships in order to gain value for the customer department. The importance of marketing promotions is emphasized as a result of the increasing tourist demand at the nautical ports of the Croatian coast. The purpose of this paper is to process important marketing plan items such as segmenting and positioning within an organization to make business successful. This paper presents the importance of marketing plans as part of a process by which a company defines goals, selects the best strategy and implements tactics