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master's thesis
MULTIKANALNA I OMNIKANALNA MALOPRODAJA
2019. urn:nbn:hr:228:459995
Perković, Josipa
University of Split
University Department of Professional Studies

Cite this document

Perković, J. (2019). MULTIKANALNA I OMNIKANALNA MALOPRODAJA (Master's thesis). Split: University of Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:228:459995

Perković, Josipa. "MULTIKANALNA I OMNIKANALNA MALOPRODAJA." Master's thesis, University of Split, 2019. https://urn.nsk.hr/urn:nbn:hr:228:459995

Perković, Josipa. "MULTIKANALNA I OMNIKANALNA MALOPRODAJA." Master's thesis, University of Split, 2019. https://urn.nsk.hr/urn:nbn:hr:228:459995

Perković, J. (2019). 'MULTIKANALNA I OMNIKANALNA MALOPRODAJA', Master's thesis, University of Split, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:228:459995

Perković J. MULTIKANALNA I OMNIKANALNA MALOPRODAJA [Master's thesis]. Split: University of Split; 2019 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:228:459995

J. Perković, "MULTIKANALNA I OMNIKANALNA MALOPRODAJA", Master's thesis, University of Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:228:459995

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Metadata
TitleMULTIKANALNA I OMNIKANALNA MALOPRODAJA
Title (english)MULTICHANNEL AND OMNICHANNEL RETAIL
AuthorJosipa Perković
MentorIvana Plazibat (mentor)
Committee memberMario Dadić (član povjerenstva)
Committee memberGoran Ćorluka (član povjerenstva)
GranterUniversity of Split
(University Department of Professional Studies)
Split
Defense date and country2019-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Maloprodaja jest prodaja dobara, proizvoda i usluga namijenjenih za osobnu ili obiteljsku potrošnju. Kao takva maloprodaja je dio opskrbnog lanca, a njezina uloga ogleda se u posredovanju između proizvođača, veleprodavača i krajnjih kupaca. Trgovina se može odvijati na fizičkim ili online lokacijama. Razlikuju se i razni oblici maloprodaje koji se odvijaju kroz razne kanale. Pa tako imamo i multikanalnu maloprodaju koja umnožava distribucijske kanale proizvoda i usluga. Cilj je ponuditi kupcima različita prodajna mjesta, pridonijeti zadovoljstvu kupaca i ostvariti veće prihode. Kupcima se na raspolaganje stavljaju kanali kao što su same fizičke prodavaonice, online prodavaonice, katalozi, web stranice, a rezultat je stvaranje bolje slike o brendu trgovca. Uz multikanalnu maloprodaju veže se pojam omnikanalne maloprodaje koja označava povezanost fizičkih i online prodavaonica. Omnikanalna maloprodaja nadopunjuje multikanalnu maloprodaju na način da uz fizičke i online prodavaonice uključuje i kanale kao što su e-trgovina, mobilne aplikacije i društveni mediji. U nastavku ovoga rada će se detanjnije opisati specifičnosti multikanalne i omnikanalne maloprodaje kao i na njihove razlike.
Abstract (english)
Retail is the sale of goods, products and services intended for personal or family consumption. As such, retail is part of the supply chain, and its role is to mediate between manufacturers, wholesalers and end customers. The trade can take place at physical or online locations. There are also different forms of retailing that take place through different channels. And so we have multichannel retail that multiplies the distribution channels of products and services. The goal is to offer customers different points of sale, contribute to customer satisfaction and generate greater revenue. Customers are provided with channels such as physical stores themselves, online stores, catalogs, websites, and the result is a better image of the merchant's brand. Multichannel retailing is associated with the notion of omnichannel retail, which connects the connection between physical and online stores. Omnichannel retail complements multichannel retail by including channels such as e-commerce, mobile applications and social media in addition to physical and online stores. In the following, the specifics of multichannel and omnichannel retailing as well as their differences will be described in more detail.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:228:459995
Study programmeTitle: Business Trade – specialist graduate - professional
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-10-25 11:23:50