20.500.12556/RUL-155923 Sejmi kot orodje vzpostavljanja in utrjevanja marketinških odnosov na medorganizacijskih trgih magistrsko delo Trade fairs as a tool for establishing and strengthening marketing relationships in interorganizational markets (B2B) Za podjetja, ki delujejo na medorganizacijskih trgih, so odnosi s poslovnimi partnerji izrednega pomena. Odnose je treba negovati, jih ohranjati in krepiti. Tako se vzpostavita zaupanje in lojalnost. V obdobju pandemije marca 2020 so bili fizični stiki onemogočeni in digitalna orodja so bila edina na voljo. Tako se je pokazal pomen osebnega fizičnega stika in digitalnih orodij. Magistrsko delo preučuje pomen sejemskih nastopov, ali in kako sejmi kot orodje promocijskega spleta vplivajo na odnose med podjetji in kupci na medorganizacijskih trgih. Preučuje tudi, kako se sejmi kot tradicionalno orodje v podjetjih integrirajo z ostalimi komunikacijskimi in digitalnimi orodji. Raziskava je narejena z enajstimi podjetji, ki delujejo na medorganizacijskih trgih in se udeležujejo sejemskih nastopov, ter z javno agencijo, ki finančno spodbuja podjetja pri sejemskih nastopih. Skozi polstrukturirane intervjuje z direktorji podjetij ali direktorji oziroma vodji marketinga ugotavljamo pomen sejemskih nastopov v povezavi z vzpostavljanjem, ohranjanjem in krepitvijo partnerskih odnosov. Ugotovitve raziskave so pokazale, da je osebni, fizičen stik še vedno ključnega pomena za podjetja, ki delujejo na medorganizacijskih trgih. Sejmi predstavljajo najbolj ustrezno orodje za to. Digitalna orodja svojo pomembnost najbolj izkažejo pri pripravah na sejemski nastop in na aktivnostih po sejemskem nastopu, ključna pa so tudi za vsakodnevno komunikacijo s poslovnimi partnerji. For companies active in business-to-business (B2B) markets, establishing strong relationships with business partners is crucial. It's essential to nurture, maintain, and enhance these relationships to foster trust and loyalty. The pandemic in March 2020 highlighted this even more when physical interactions were limited, making digital tools the primary way to communicate. This period emphasised the crucial role of personal, physical interactions alongside digital tools, illustrating their collective importance in sustaining business connections. This master's thesis explores the significance of participating in trade shows and examines whether trade shows, as an element of the promotional mix, affect the relationships between companies and their clients in B2B markets. The thesis explores how trade shows, traditionally used for marketing, are being integrated with modern communication and digital tools within companies. The research included eleven companies operating in B2B markets that participate in trade shows, as well as a public agency that provides financial assistance to companies for their trade show participation, making the study both comprehensive and relevant to current industry practices. The study engaged with company directors or marketing heads through semi-structured interviews to assess the value of trade show attendance in building, sustaining, and enhancing relationships with partners. It discovered that personal, face-to-face interaction continues to be vital for companies in B2B sectors, with trade shows identified as the optimal platform for such engagements. Digital tools demonstrate their significance primarily in pre–show and post–show activities, and everyday communication with business partners. medorganizacijski trgi marketinški odnosi odnosni marketing tržno komuniciranje sejmi interorganizational markets marketing relationships relationship marketing marketing communications trade fairs true true false A. Thaler Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-04-24 08:30:02 2024-04-24 08:30:08 2024-04-25 09:22:35 0000-00-00 00:00:00 2024 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (83 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8(043.2) 161302 193842947 13765.pdf 13765.pdf 1 85F782AF1BA1C0F63404435D4515EECC a64f9f6877e28b14011744e987b73c8d8041f071b1986e3ee668d141fb182f32 1e9f9bce-0204-11ef-a15b-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=183057 Fakulteta za družbene vede 0 0 0