Specifičnosti kanala distribucije u hrvatskoj tekstilnoj i odjevnoj industriji

master's thesis

• Title (english): SPECIFICITY OF DISTRIBUTION CHANNELS IN CROATIAN TEXTILE AND CLOTHING INDUSTRY
• Author: Lara Ivančić
• Mentor: Alica Grilec (mentor)
• Committee member: Alica Grilec (predsjednik povjerenstva)
• Committee member: Irena Šabarić (član povjerenstva)
• Committee member: Blaženka Brlobašić Šajatović (član povjerenstva)
• Granter: University of Zagreb; Faculty of Textile Technology; (Department of Fashion Design); Zagreb
• Defense date and country: 2020-09-08, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Textile Technology; Textile and Clothing Design

Abstract

Ovaj diplomski rad najprije analizira svijet marketinga kako bi dobili uvid o tome kako su i na koji
način određeni kanali distribucije. Koje su sve to tehnike i mehanizmi koji utječu pri njihovu odabiru,
te kako ih određujemo. Kroz rad objašnjavamo teorijske aspekte marketinga, distribucijskih
kanala, te zašto su i kako oni povezani. Iako distribucija kao pojam nema precizne definicije, već je
široko i dinamično područje djelovanja. Distribucijski kanali imaju za zadatak određeni proizvod/
robu proizvođača dovesti do potrošača/kupca na vrijeme, pravo mjesto te pogodno za uporabu.
Odnosno, radi se o lakšoj prostornoj i vremenskoj transformaciji dobara. Od proizvođača do
potrošača. Cilj rada je prepoznati odgovarajući distribucijski kanal, te odrediti koji su to najčešći
kanali distribucije u Hrvatskoj.

Abstract (english)

This thesis first analyse the world of marketing, in order to gain insight into how distribution channels
are determined. What are the techniques and mechanisms that influence their selection, and
what determines them. Throughout the paper we explain the theoretical aspects of marketing, distribution
channels, and why and how are they related. Although distribution is not a precisely defined,
it is a broad and dynamic area of activity. Distribution channels have the task of leading a particular
product / merchandise to a consumer in a timely manner, in the right place and suitable for use. It is
about easier spatial and temporal transformation of goods. From producer to consumer. The aim of
this paper is to identify the appropriate distribution channel and to determine which are the most
common distribution channels in Croatia.

• Keywords: marketing; distribucijski kanali; marketinški splet; distribucija; poduzeća; modni marketing
• Keywords (english): marketing; distribution channels; marketing mix; distribution; company; fashion marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:201:255450
• Study programme: Title: Textile and Fashion Design; specializations in: Fashion Design, Textile Design, Costume Design, Fashion Theory and Culture; Course: Fashion Design; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka tekstilnog i modnog dizajna (magistar/magistra inženjer/inženjerka tekstilnog i modnog dizajna)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-11 12:32:03