| Title (croatian) | Osnovne marketinške smjernice Specijalne bolnice za medicinsku rehabilitaciju Naftalan u Ivanić-gradu |
| Author | Damir Krešić MBZ: 241092 |
| Author | Snježana Boranić-Živoder MBZ: 230281 |
| Author | Goran Kos MBZ: 239340 |
| Author | Katarina Miličević MBZ: 361736 |
| Author | Eduard Kušen MBZ: 102545 |
| Scientific / art field, discipline and subdiscipline | SOCIAL SCIENCES Economics Trade and Tourism |
| Description (croatian) | Polazeći od ovako definiranih ciljeva, napravljena je analiza psotojećeg stanja u sklopu koje je analizirana pormetna dostupnost destinacije, resursna osnova, pravni status SB Naftalan, postojeće tržišno pozicioniranje te postojeći marketinški splet. Sinteza analize psotojećeg stanja prikazana je SWOT matricom. Također je napravljena i analiza najvažnijih kvantitativnih i kvalitativnih trendova s područja medicinskog turizma u Hrvatskoj i svijetu. U drugom dijelu dokumenta definirane su osnovne marketinške smjernice za SB Naftalan, koje uključuju definiranje potencijalnih tržišnih segmenata i ciljnih tržišta, tržišno pozicioniranje, definiranje proizvodnog portfelja te dediniranje komunikacijskih aktivnosti. |
| Description (english) | Based on previously defined objectives it was necessary to conduct situational analysis which covered traffic availability of the destination, tourism resources, legal framework, current market position and current marketing mix. Synthesis of the situational analysis was presented in SWOT matrix. Additionally, analysis of the most important quantitative and qualitative trends from the area of health and medical tourism in Croatia and in the world was made. Second part of the documents contains plan for marketing activities which include definition of new market segments, market positioning, definition of new product portfolio from the area of medical tourism and definition of communication activities. |
| Keywords (croatian) | |
| Keywords (english) | |
| Language | croatian |
| Publication type | Studies |
| Document version | Published version |
| URN:NBN | urn:nbn:hr:263:295578 |
| Publication | 2012 |
| Publisher | Institut za turizam |
| Publishing place | Zagreb |
| Access conditions | institutionalAccess |
| Terms of use |  |
| Public note | Voditelj/ica projekta: Damir Krešić. |
| Created on | 2021-09-17 15:49:58 |
