Integrated marketing communication and global advertising

Cilj ovog diplomskog rada je teorijski obraditi i prikazati integriranu marketinšku komunikaciju i globalno oglašavanje. Na početku rada objašnjene su teorijske odrednice međunarodnog marketinga i elementi promidžbenog miksa. Glavni elementi integrirane marketinške komunikacije koje su obrađene u radu su oglašavanje i odnosi s javnošću. Također, opisane su neke teorijske odrednice unaprjeđenja prodaje i osobne prodaje. Na kraju rada je analizirano kako se primjenjuje integrirana marketinška komunikacija i globalno oglašavanje u poslovnoj praksi, a poduzeće koje je uzeto za primjer je Interzero koje je prisutno u više europskih zemalja. Na kraju poglavlja nalazi se kritički osvrt autora rada.The aim of this thesis is to theoretically process and present integrated marketing communication and global advertising.. At the beginning of the thesis, the theoretical determinants of international marketing and the elements of the promotional mix are explained. The main elements of Integrated Marketing Communication that are covered in the paper are advertising and public relations. Some theoretical determinants of sales promotion and personal selling are also described. At the end of the thesis, it was analyzed how integrated marketing communication and global advertising are applied in business practice. The company taken as an example is Interzero, which is present in several European countries. At the end of the chapter there is a critical review of the author of the thesis