KOMUNIKACIJA U ORGANIZACIJI.doc

8/9/2019 KOMUNIKACIJA U ORGANIZACIJI.doc

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Osnovi menadžmenta

Tema: KOMUNIKACIJA U ORGANIZACIJI

SEMINARSKI RAD

SADRŽAJ

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1. UVOD ……………………….………………………………………………… 2

2. POJAM KOMUNIKACIJE ……………..……….………………………… 3

3. EFEKTIVNA I NEEFEKTIVNA KOMUNIKACIJA .......................4

4. PROCES KOMUNICIRANJA U ORGANIZACIJI ............................... 6 4.1. Mode! "o#$%!&!'(%)( .................................................................................. 4.2. Ee#e%*! "o#$%!&!'(%)( ............................................................................... 4.2.1. Po+!)((& ,o'$"e .............................................................................. 4.2.2. Kod!'(%)e .......................................................................................... 4.2.3. Po'$"( ............................................................................................... 4.2.4. K(%(! "o#$%!&!'(%)( ........................................................................ 4.2.-. P'!#((& ,o'$"e ................................................................................

4.2.6. De"od!'(%)e ....................................................................................... 4.2.. Po/'(*%( !%o'#(&!)( .........................................................................

4.2.. S#e*%)e $"( ..................................................................................

555

101010

10

-. TOK KOMUNIKACIJE U ORGANIZACIJI .......................................... -.1. Ve'*!"((%( "o#$%!"(&!)( ............................................................................ -.2. o'!7o%*(%( "o#$%!"(&!)( .......................................................................... -.3. 8o9%( "o#$%!"(&!)( .................................................................................... -.4. Ko#$%!"(&!o%e #'e:e .................................................................................

1112121313

6. VRSTE KOMUNIKACIJA ......................................................................... 6.1. Ve'(%( "o#$%!"(&!)( ................................................................................

6.2. Ne/e'(%( "o#$%!"(&!)( ............................................................................ 6.3. Fo'#(%( ! %eo'#(%( "o#$%!"(&!)( ..........................................................

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1. PREPREKE U KOMUNIKACIJI ............................................................... .1. N(9!%! ,oo)+(%)( "o#$%!"(&!)e $ o';(%!7(&!)e .........................................

1515

. MODERNO KOMUNICIRANJE ............................................................... .1. I%o'#(&!o%( *e


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1. UOD

U ,o?o/%o) o"o!%! !#( #%o;o '(7!9!*!< ?!*$(&!)( "o#$%&!'(%)(. Po#!?!*e ?(#o %('(7;o/o'e ? %(d'e@e%!#( ,od'e@e%!#( ?(?*(%"e $ ,'o)e"*%!# *!#o/!#( ? /(:%!#

o?o(#( $ ,'ed$7eB$ !! !7/(% %)e;( %( '(7;o/o'e "od ,'!#(%)( %o/!< 7(,o?e%!"( !

*o#e ?!9%o. U *("/e "o#$%!"(&!)?"e od%o?e $(7!#o ? od'e@e%!# &!)e/!#( (

"o#$%!"(&!)( )e ?(#o ((* ,o#oB$ "o)e;( !< #o:e#o o?*/('!*!.

D(%(? $ do( '7o; '(?*( ! ;o(!7(&!)e ,o?o/%! $?,)e< o/!?! o ?!%


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!. "OJAM KOMUNIKACIJ#

S$+*!%( )$d?"o; :!/o*( 7(?%o/(%( )e %( ,o/e7(%o?*! ?( d'$;!# )$d!#( ( ,o/e7(%o?*

7(/!?! od "o#$%!"(&!)e ( "o)( ?e $?,o?*(/)( ,o#oB$ 7%("o/(. Ko#$%!"(&!)e

,'ed?*(/)()$ "'/o*o" ?/("e o';(%!7(&!)e. R!)e9 "o#$%!"(&!)( ,o*!9e od (*!%?"e '!)e9!

comunicatioo,+*e%)e ! &omunicare?(o,+*!*!.

Ko#$%!"(&!)( )e d!%(#!9"! ,'o&e? $ "o)e# 9o/)e" ?/)e?%o !! %e?/)e?%o (e"*!'(

?(7%(%)e d'$;o; "'o7 #(*e'!)( !! de)?*/( $,o*'e)e%( ?!#o!9"!# ,$*e/!#(.

D!%(#!9(% ,'o&e? ?(?*(/)e% )e od ee#e%(*( ! ("*!/%o?*! ,od)ed%("o /(:%!< "o)! ?$

#e@$7(/!?%! ! do,$%)$)$B!. Ko#$%!"(*!/%! ("* )e ?/)e?*(% ,'o&e? #o*!/!?(% "(

,o?*!7(%)$ od'e@e%o; &!)(. Se"$%d('%! &!)e/! ?$ %e?/)e?%! ( *o ?$ :e)e ! %(#)e'e"o#$%!"(*o'(.

Ko#$%!"(&!)( )e ("*!/%o?* o,


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Ko',o'(*!/%( "o#$%!"(&!)( )e ,'o&e? o("+(/(%)( '(7#)e%e !%o'#(&!)( ! 7%(%)( ?(

$%$*'(+%)!# ! ")$9%!# /(%)?"!# ;'$,(#( ! ,o)ed!%&!#( "o)! ?$ !7'(/%o ,o/e7(%! $7

,'ed$7eBe.

Ko',o'(*!/%( "o#$%!"(&!)( $ $%"&!o%(%oo';(%!7(&!)?"o# ?#!?$ ,'e$7!#(

?'ed!+%)e $,'(/)(%)e ?/e$"$,%e "o#$%!"(&!)e "o',o'(&!)e ?( 'o)%!# &!)%!# )e/%o?*!#(

? &!)e# ,o?*!;%$B( %()/eBe #o;$Be 'e,$*(&!)e.

$. #%#KTINA I N##%#KTINA KOMUNIKACIJA

Po?#(*'(%o !7 $;( #e%(d:e'( 7%(9() "o#$%!"(&!)e #o:e ?e /!d)e*! "'o7 de?*e#e%(d:e'?"!< $o;( od e%' M!%*7e';( "o)! ?$ ;'$,!?(%! ,'e#( %(9!%$ ,'e%o?(

!%o'#(&!)( ! ,'e#( ("*e'!#( $ !%o'#(&!o%!# *o"o/!#(. K('("*e'!?*!"( )e +*o ?e '(d! o

*'! ;'$,e $o;( $ "o)e# ?e #e%(d:e' #o:e %((7!*! !%*e',e'?o%(%e !%o'#(&!o%e !

$o;e ,o?o/%o; od$9!/(%)(. U?,)e< #e%(d:e'( od%o?%o $?,)e< ,'ed$7eB( 7(/!?! od

*o;( "o!"o $?,)e+%o o(/)( %e/ede%e $o;e "o!"o $?,)e+%o "o#$%!&!'(.

Z( #e%(d:e'( ee"*!/%( "o#$%!"(&!)( )e /(:%( !7 *'! '(7o;(

1. Ko#$%!"(&!)( )e 7()ed%!9"( %!* "o)( ,o/e7$)e #e%(d:e'?"e ,'o&e?e ( *o ?$

,(%!'(%)e o';(%!7o/(%)e $,'(/)(%)e )$d?"!# 'e?$'?!#( /o@e%)e ! "o%*'o$.

Ko#$%!"(&!)e ?$:e #e%(d:e'!#( d( !%o'#!+$ '(d%!"e o ,(%?"!# 7(d(&!#( d( !#

oe7!)ede !%o'#(&!)e ,o*'e%e 7( do%o+e%)e od$"( "(o ! d( o("+()$ "oo'd!%!'(%)e

'(d( ?/!< 9(%o/( o';(%!7(&!)e. Me%(d:e'! "o#$%!&!'(%)e# !%o'#!+$ $)e@$)$

#o*!/!+$ ! /ode ,o)ed!%&e "( o?*/('e%)$ ,(%!'(%o; &!)( o';(%!7(&!)e.

2. Ee"*!/%e "o#$%!"(&!o%e /)e+*!%e o#o;$B!*! Be #e%(d:e'!#( d( !?"o'!?*e +!'o"$

e,e7$ *(e%(*( "o)! %$d! #$*!"$*$'%! ?/!)e* o';(%!7(&!)(. Go(!7(&!)( ,o?o/(%)(

,'ed?*(/)( !7(7o/ 7( "o#$%!"(*!/%e ?,o?o%o?*! #e%(d:e'(.

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Me%(d:e'! do?*( /'e#e%( ,'o/ode $ ,'o&e?$ "o#$%!"(&!)( ! $ '!)e*"!# ?!*$(&!)(#(

"(d( ?$ ?(#! o%! %e ,'e"!d()$ "o#$%!"(&!)$. O%! ,'!,'e#()$ !7/)e+*()e 9!*()$ ,o'$"e !

?.

Ko#$%!"(&!)( #o'( !*! !%*e;'!'(%( $ ?/e ,'o&e?e $ o';(%!7(&!)! od ?*'(*e+"o;

,'o&e?( ,(%!'(%)( ! o'#$!?(%)( ?*'(*e;!)e ,( do %)e%e !#,e#e%*(&!)e ! "o%*'oe. S(#o

%( o/() %(9!% ,o?*(/)e%! ! ,o?#(*'(%! "o#$%!"(&!o%! ,'o&e?! Be 7%(9()%o do,'!%!)e*!

,o?*!7(%)$ $?,)e


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Pod ?$?*(/o# "o#$%!"(&!)( ?e $ ,'ed$7eB$ ,od'(7$#!)e/( ,(%?"! o!"o/(%( #'e:(

"'e*(%)( !%o'#(&!)( "o)o# ?$ ,o/e7(%! ,o)ed!%&! '(d%( #)e?*( o';(%!7(&!)?"e )ed!%!&e.

S(d':()%o ;ed()$B! !7;'(d%)( ?$?*(/( "o#$%!"(&!)( $ ,'ed$7eB$ ,'e*,o?*(/)(de!%!'(%)e %o?!*e)( ?(d':()( /'?*e ,$*o/( ! o!"( "o#$%!"(&!)( "(o ! ?'ed?*/(

"o#$%!&!'(%)( ! %)!


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Mode! "o#$%!&!'(%)( ?$ od !7$7e*%e ,o#oB! 7( ,'ed?*(/)(%)e ! ?


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Ko#$%!&!'(%)e 7(,o9!%)e "(d( )ed%( o?o( pošiljalac :e! ,'e%!)e*! !%o'#(&!)$

9!%)e%!&$ !de)$ ?*(/ d'$;o) o?o! primalac. U *o#e ?e "o%*e"?*$ ,o+!)((& )(/)(

"(o !7/o' !%o'#(&!)( !! !%!&!)(*o' "o#$%!"(&!)e. Kodiranje ?e )(/)( "(o ,'e/o@e%)e

#!?! ! o?)eB()( $ o!" "o)! *'e( ,'!#((& ,'e%!)e*! %)!


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&.!.!. Kodi+an,e

Kod!'(%)e )e ,'o&e? *o"o# "o;( ?e %e"( !de)( *'(%?o'#!+e $ %e"! o!" *("o d( #o:e

d( ?e ,'e%e?e ,'!#(o&$ ( d( )e o% !?*o/'e#e%o ,'e,o7%(. Kod!'(%)e )e ,'e/o@e%)e

!%o'#(&!)e $ ?e'!)$ ?!#o( !! 7%("o/( 7( ,o*'ee "o#$%!"(&!)e. S!#o! "o)e !'( ,o+!)((& ?$ o!9%o $ o'#! '!)e9! !! ;e?*o/( "o)e ,o %)e;o/o# #!+)e%)$ !#()$ !?*o

7%(9e%)e ! 7( ,'!#(o&(. S!#o! #o'()$ !*! '(7$#)!/! ,'!#(o&$.

&.!.$. "o+)(a

Po'$"( ,'ed?*(/)( ?"$, 7%("o/( ?!#o( $,$Be%!< ,'!#(o&$ od ?*'(%e ,o+!)(o&(

,o'$"e. C!) ?(%)( ,o'$"e )e d( ?e "od ,'!#(o&( ,o$d! !%*e'e? ?*/o'! :e)( od%o?%o d(

?e $*!9e %( ,'!#(o&( d( ,'e$7#e od'e@e%e ("&!)e. Po'$"( #o'( !*! *("o o!"o/(%( !

e#!*o/(%( d( "od ,'!#(o&( !7(7o/e ,(:%)$ ! ,o$d! %e"! o!" ,o*'ee "(o ! d( #$

?$;e'!+e %(9!% 7(do/o)(/(%)( *e ,o*'ee.

&.!.&. Kana'i (om)ni*i+an,a

K(%(! "o#$%!&!'(%)( ?$ ,$*e/! "o)!#( !%o'#(&!)e ,$*$)$ *o #o;$ !*! /(7d$+%!

*((?! "o)! ,'e%o?e %(+ ;(? *eeo%! ,!?#( e#(! #e#o'(%d$#! !)e+"e !*e%! e&!

! ?. "o)e +()e ,o+!)((& ,'!#(o&$. Po+!)((& ,o'$"e !'( "(%(e "o#$%!&!'(%)( "o)!

#o;$ !*! 7/(%!9%! ! %e7/(%!9%!. Z/(%!9%e "(%(e $*/'@$)e o';(%!7(&!)( ! %)!#( ?e

,'e%o?e ,o'$"e "o)e ?e od%o?e %( ,o?o/%e ("*!/%o?*! 9(%o/( $ o';(%!7(&!)!. O/! "(%(!

?$ d!'e"*%o $ /e7! ?( o';(%!7(&!o%o# ?*'$"*$'o# "(o o'#(%o#

*(9%o 7%( "o "o;( !7/)e+*(/( %(d;ed( ! +*( ?$ 9!)e od;o/o'%o?*!. Neo'#(%!#

%e7/(%!9%!# "(%(!#( ?e o!9%o "o'!?*e !9%! "o%*("*! #e%(d:e'( ! '(d%!"( *eeo%?"!

'(7;o/o'! !%*e'%( *ee/!7!)( ! '(7;(? '(d%! ?(?*(%&! ,!?(%! !7/)e+*()! ,(%?"! do"$#e%*!

! ?.

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&.!.4. "+ima'a* 3o+)(e

P'!#((& ,o'$"e )e o?o( "o)o) )e ,o'$"( $?#)e'e%(. Po%e"(d !?*$ ,o'$"$ #o:e

,'!#!*! /!+e o?o( ,'!#)e'( '(d! "(d( ?e !?*! do,!? $,$*! ?/!# 9(%o/!#( o';(%!7(&!)e.

D( ! ?e ,o'$"( #o;( ,'!#!*! ?!#o! $ %)o) ?e #o'()$ ,'e/e?*! $ o!" "o)! ,'!#((&#o:e '(7$#)e*! od%o?%o #o'()$ ?e de"od!'(*!.

&.!.5. De(odi+an,e

De"od!'(%)e !! de+!'o/(%)e )e ,'o&e? ,o#oB$ "o)e; ,'!#((& *$#(9! ,o'$"$ !

,'e/od! )e $ '(7$#)!/$ !%o'#(&!)$. P'!#((& #o'( !*! /)e+* $ 9!*(%)$ ! ?$+(%)$ "(o +*o

,o+!)((& #o'( !*! /)e+* $ ,!?(%)$ !! ;o/o'$. Pod$d('%o?* +*o )e /eB( !7#e@$ ,o'$"e

"o)$ de+!'$)e ,'!#((& ! ,o'$"e ,o?(%e od ,o+!)(o&( *o )e $?,)e+%!)( "o#$%!"(&!)(.

&.!.6. "ov+atna ino+ma*i,a

Po/'(*%( !%o'#(&!)( )e ,o'$"( "o)$ ,'!#((& +()e %("o% ,'!#(%)( %e"e ,o'$"e !

;o/o'! "("(/ )e ,o'$"( !#(( $*!&() %( ,'!#(o&(. K'!/)e%)e !%o'#(&!)e )e ,o)(/( do

"o)e ?e do(7! /!+e?*'$"!# ,'e%o?o# !%o'#(&!)e. N)e%o %(?*$,(%)e ! /e!9!%( 7(/!?e od

"o#,e"?%o?*! ,o'$"e ! "(%(( "o)!# ?e ,'e%o?!.

&.!.7. Smetn,e 89)(a

S#e*%)e !! $"( ,'ed?*(/)( ?/e o%e ("*o'e $ "o#$%!"(&!)! "o)! #o;$ %e;(*!/%o d(

$*!9$ %( )(?%oB$ ,o'$"e ( )(/)( ?e $ !o "o# #o#e%*$ ,'o&e?( "o#$%!"(&!)e. R(d! ?e

o ("*o'!#( "o)! $%o?e 7($%$ 7(?*o) !?"'!/)$)$ ,o'$"$ !! %( d'$;! %(9!% o#e*()$

,'o&e? "o#$%!"(&!)e. S#e*%)( ?e #o:e )(/!*! $ ?/("o) (7! "o#$%!"(&!o%o; ,'o&e?( (!

)e ,o?e%o ,'oe#(*!9%( $ (7! "od!'(%)( ! de"od!'(%)(.

10


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4. TOK KOMUNIKACIJ# U ORGANIZACIJI

Ko#$%!"(&!)( $ o';(%!7(&!)! *'e( d( ?e od/!)( %( ?/!# %!/o!#( "(o ! !7#e@$ /!+e

%!/o(. P'o&e? "o#$%!&!'(%)( ?e #o:e od/!)(*! $ '(7!9!*!# ,'(/&!#( ,'e#( doe ,'e#(

;o'e ! o9%o slika 3.). U "o)o) #)e'! Be !*! 7(?*$,)e%! od%o?%o do#!%!'(*! od'e@e%!

,'(/&! ,'e%o?( !%o'#(&!)( 7(/!?! $ 7%(*%o) #)e'! od *!,( o';(%!7(&!o%e ?*'$"*$'e. Kod

&e%*'(!7o/(%!< o';(%!7(&!o%!< ?*'$"*$'( "o#$%!&!'(%)e o(/)( ,o /e'*!"(%o) !%!)! (

"od #(*'!9%e o';(%!7(&!o%e ?*'$"*$'e ,o?*o)! *e%de%&!)( "o#!%o/(%)( /e'*!"(%e ! o9%e

"o#$%!"(&!)e.

Slika3. PROTOK INFORMACIJA U ORGANIZACIJI

11

G(/%! !7/'+%! #e%(d:e'

Me%(d:e' ,'od()e

R$"o/od."(d'o/?"o;

od)e(

R$"o/od!*e) ,'(/%o;

od)e(

R$"o/od!*e) ,'o!7/od%o;

od)e(

R$"o/od!*e)!%:e%)e'!%;(

R$"o/od!*e)!%(%&!)?"o;

od)e(

Me%(d:e' ,o;o%(

Me%(d:e' ,o;o%(

Me%(d:e' ,o;o%(


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4.1. e+ti(a'ana (om)ni(a*i,a

Ve'*!"(%( "o#$%!"(&!)( o(/)( ?e d/o?#)e'%o ! *o "o#$%!"(&!)( ,'e#( doe

?!(7%o ! "o#$%!"(&!)( ,'e#( ;o'e $7(7%o. U ,'/o# ?$9()$ *o" !%o'#(&!)( od

%(d'e@e%!< ,'e#( ,od'e@e%!#( ?e od/!)( ,o

%!:!# #e%(d:e'?"!# '(7!%(#(. O$

"o#$%!&!'()$ *(9%o ,'(/o/'e#e%o ! od':(/()$ o*/o'e%!#( o'#(%e "(%(e

"o#$%!"(&!)e $ ?/!# ?#)e'o/!#(.

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4.$. =o>na (om)ni(a*i,a

8o9%( !! (*e'(%( "o#$%!"(&!)( o!9%o ,'(*! 'edo?!)e o,e'(&!)( ! $%"&!o%!+e !7#e@$

9(%o/( $ o"/!'$ )ed%e '(d%e ;'$,e )ed%o; od)e( !! !7#e@$ 9(%o/( '(7!9!*!< ;'$,( !

od)e( $o';(%!7(&!)!.8o9%( "o#$%!"(&!)( o$

*!#o/( ! 7( ')e+(/(%)e ,'oe#(.

Po'ed

N)e% 7%(9() ?e o;ed( $ $'7(/(%)$ ,'o*o"( !%o'#(&!)( ,oo)+(%)$ '(7$#!)e/(%)( !

"oo'd!%!'(%)$ %(,o'( 7( o?*/('e%)e o';(%!7(&!)?"!< &!)e/(.

4.&. Kom)ni(a*ione m+eže

Ko#$%!"(&!o%e #'e:e ?e 7(?%!/()$ %( !%*e'("&!)! 9(%o/( o';(%!7(&!)e e7 o7!'( %(

*o d( ! )e "o#$%!"(&!)?"! *o" ,'e#( ;o'e ,'e#( doe !!


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Slika 4. "#T MR#ŽNI; KANA-A IN%ORMISANJA

14


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5. RST# KOMUNIKACIJA

Po?*o)e 'o)%e "(?!!"(&!)e '(7!9!*!< *!,o/( "o#$%!"(&!)( od "o)!< ?$ %()'(+!'e%!)e !

%())ed%o?*(/%!)e ,od)ee %(

/e'(%$ ! %e/e'(%$ "o#$%!"(&!)$

o'#(%$ ! %eo'#(%$ "o#$%!"(&!)$.

Po'ed o/!< ,o?*o)e )o+ ;o/o'%( ! ,!?(%( ,o?'ed%( ! %e,o?'ed%( %(#)e'%( !

%e%(#)e'%( "o#$%!"(&!)(. P'e#( 'o)$ ?$d!o%!"( d!)e! ?e %(

1. INTRAPRS!NA"NA K!#$NIKA%I&A "o#$%!"(&!)( "o)$ ?$)e"* o(/)( ?

?(#!# ?oo# ,'e!?,!*$)e#o ! /'ed%$)e#o ?/o)e ,o?*$,"e od$"e ')e+(/(#o %e"!

,'oe#.

'. INTRPRS!NA"NA K!#$NIKA%I&A "o#$%!"(&!)( !7#e@$ d/!)e o?oe

!&e# $ !&e *eeo%o# ! ?!9%o. To )e $)ed%o ?!*$(&!)( ?( "o)o# ?e #e%(d:e'! #o'()$

%o?!*! ?/("! d(% /eB! d!o '(d%o; /'e#e%(.

3. K!#$NIKA%I&A $ (R$PI "o#$%!"(&!)( $ o"/!'$ #(%)e; 'o)( )$d! !! !7#e@$

d/!)e !! /!+e ;'$,(.O/( "o#$%!"(&!)( #o:e !*! $ #(o) !! /e!"o) ;'$,!.U ,od$7eB$ o%(

)e !*%( ! /od! 8ITNA OD=UKA GRUPEZAJEDNI>KI INTERESI I INTERAKCIJA IZMEU

NJENI >=ANOVA

4. #AS!NA K!#$NIKA%I&A

1-


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5.1. e+9a'na (om)ni(a*i,a

Ve'(%( "o#$%!"(&!)( )e *( "o)( ?e od/!)( !7#e@$ ,o)ed!%&( !!! ;'$,e "('("*e'!+e

%e,o?'ed%o?* d/o?#)e'%o?* ! '7!%(. Ve'(%( "o#$%!"(&!)( )e ,'e%o+e%)e ,o'$"e ,$*e#

'!)e9! !o $ $?#e%o# !! ,!?(%o# o!"$. Po?*o)e d/!)e /'?*e /e'(%e "o#$%!"(&!)e● usmena L "o#$%!"(&!)( ?e do;(@( ,'! %e,o?'ed%!# ?$?'e*!#( d/o)e !! /!+e )$d!

!! $ ?$9()$ %(?*$,( #e%(d:e'( ,'ed ,$!"o#. Ko'!?*!#o ;( "(d( ?e ;o/o'%! )e7!"

"o'!?*! $ "o#$%!"(&!)! !&e# $ !&e *eeo%?"!# '(7;o/o'o# ! ?. U?#e%e ,o'$"e o!9%o

"o'!?*!#o "(d( *'e( #o#e%*(%o d( ,'o$d!#o %e9!)$ ,(:%)$ d( do!)e#o od;o/o' !

"(d( ?$ $ ,!*(%)$ ?o:e%!)e ,o'$"e. O/( /'?*( "o#$%!"(&!)e #o:e !*! o'#(%( !

%eo'#(%( *e ,(%!'(%( ! ?$(9()%(.

Kod $?#e%e "o#$%!"(&!)e )e %edo?*(*(" +*o %eo?*()e ,!?(%! *'(; *("o d( ?e %e"e

,o'$"e #o;$ d)e!#!9%o !! ,o*,$%o 7(o'(/!*!.

● pisana L $ o!"$ ,!?(#( !)e+"! #e#o'(%d$#( ! ?. P!?(%e ,o'$"e ?e o!9%o

"o'!?*e 7( o'#(%e 7/(%!9%e )ed%o?#e'%e ,o'$"e "o)e %!?$

o!"( ?/e 9e+Be ?e $ d(%(+%)e# ,e'!od$ $,o*'e)(/( e#(! *ee( ! d'$;! ,o?*$,&!

*ee'e,'od$"o/(%)(. N)!#( ?e $;(/%o# ,'e%o?e %('e@e%)( $,$*?*/( 7( !7/'+e%)e %e"o;

7(d(*"( ! ?. "o#$%!"(&!)( )e %()e!"(?%!)( "(d( ?e "o'!?*e o( "(%(( $?#e%! ! ,!?(%!.

8e7 o7!'( %( %(/ede%e ,'ed%o?*! o/( /'?*( "o#$%!"(&!)e !#( od'e@e%!< %edo?*(*("(.

Po?*o)! #o;$B%o?* %e'(7$#!)e/(%)( ?#!?( &!)( ,o'$"e ! %e?,o'(7$#( #e@$

$9e?%!&!#( "o#$%!"(&!o%o; ,'o&e?(.

5.!. Neve+9a'na (om)ni(a*i,a

Ne/e'(%( "o#$%!"(&!)( )e ,'e%o+e%)e 7%(9e%)( $ d!'e"*%o# "o%*("*$ ?/!# ?'ed?*/!#(

"o)( %!?$ /e'(%(. P'e#( %e"!# !?*'(:!/(%)!#( $*/'@e%o )e d( $ "o#$%!"(&!)! !&e# $

!&e d/!)e o?oe /e'(%! d!o ?(d':()( o!"$)e -Q ?


18/25

S/e %(/ede%o )ed%o# '!)e9)$ %(7!/( ?e %e/e'(%o# "o#$%!"(&!)o#. Ne/e'(%(

"o#$%!"(&!)( !7$7e*%o )e /(:(% d!o $ "o#$%!&!'(%)$ )$d! !7 '(7!9!*!< "$*$'(.

Ne"e "$*$'e !#()$ /!?o"$ o?)e*)!/o?* %( ;e?*e ! %e/e'(%$ "o#$%!"(&!)$ *e )e $

*("/!# "$*$'(#( %('o9!*o ,o*'e%o /od!*! '(9$%( o "o#$%!"(&!)! "(o d'(#(*$'+"o#

,'o&e?$ $ "o)e# ?e ?/("! ,oo:() *!)e( ?/("( ;e?*( ?/("! 7%(" ?*(/)( $ +!'! "o%*e"?* !

,o?*()e d!o $"$,%e ,o'$"e ,'!#(o&(. Z( '(7!"$ od /e'(%e "o#$%!"(&!)e %e/e'(%!#

%(9!%o# "o#$%!&!'(%)( ?e ,'e%o?e ?*(/o/! ! e#o&!o%(%! od%o? ,'e#( !%o'#(&!)(#(

"o)e ,'!#(#o !! od%o? ,'e#( o?o! ?( "o)o# '(7;o/('(#o.

Ne/'e(%! 7%("o/! "o#$%!"(&!)e #o;$ !*! ?*(*!9"! ! d!%(#!9"!. U ?*(*!9"e

%e/e'(%e 7%("o/e $'()()$ ?e $d()e%o?* *!)e( #e@$?o%! ,oo:() ?*(/ *!)e( dod!'.

Do" $ d!%(#!9"e 7%("o/e ?,(d( !7'(7 !&( "'e*(%)e ;e?*( ! "o%*("* o9!#( "o)! )e /'o

/(:(% $ ?/("od%e/%o) "o#$%!"(&!)!.

5.$. %o+ma'na i neo+ma'na (om)ni(a*i,a

I%o'#(&!)e ?( "o)!#( "o#$%!&!'(#o ?e #o;$ ,od!)e!*! %( o'#(%e ?$:e%e !

%eo'#(%e ;(?!%e.

Fo'#(%( "o#$%!"(&!)( !#( /eB! ?*e,e% ,o$7d(%o?*! *("o d( o%e *'e()$ !#(*! *e#e)

,'o&e?( od$9!/(%)(. I%*e%7!*e* o'#(%o; "o#$%!&!'(%)( ,o/eB(/( ?e $ ,e'!od!#( "(d(

?e ')e+(/()$ ")$9%( ,!*(%)( ,o?o/(%)( od%o?%o ,!*(%)( od ?*'(*e+"o; 7%(9()( 7(

o';(%!7(&!)$.

Neo'#(%e "o#$%!"(&!)e %e#()$ /!?o" ?*e,e% ,o$7d(%o?*! (! #o;$ !*! od "o'!?*! "(o

,$*o"(7 ,'e#( o'#(%!# !%o'#(&!)(#(.

N( o?%o/$ ,'o?*o'( ?( "o)e; ?e ,'!"$,)()$ !%o'#(&!)e "("o o'#(%e *("o !

%eo'#(%e #o;$ !*!

* interne$"o!"o ?$ !7/o' $ ?(#o) o';(%!7(&!)!* eksterne$"o!"o do(7e !7 o';(%!7(&!)?"o; o"'$:e%)(.

Neo'#(%! "o#$%!"(&!o%! "(%(! ?$ 9e?*o $ ,o?o/%!# od%o?!#( #%o;o ("*!/%!)! od

o'#(%!< "(%(( "o)! ?!)ede 7/(%!9%$ o';(%!7(&!o%$ ?*'$"*$'$.

1


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O/! "(%(! %(?*()$ $ ?/("od%e/%!# "o%*("*!#( $ )ed%o) o';(%!7(&!)!. R(d! ?e o

%e7/(%!9%!# "(%(!#( "o)! ?$ 9e?*o $ o!"$ ;(?!%( *'(9e/( o;o/('(%)( ! ?!9%!<

*o"o/( !%o'#(&!)(. U *o# ?$9()$ #o;$ $ o';(%!7(&!)$ $%!)e*! %e#!' ! %e,'!!"e *e !<

#e%(d:e'! #o'()$ ,(:)!/o ,'!#!*!.

Me@$*!# ,o'ed %e;(*!/%o; de)?*/( %eo'#(%! ?!?*e# "o#$%!"(&!)( ?e #o:e "o'!?*!*!

$ ,o7!*!/%o# ?#!?$ 7( ,o)(9(/(%)e 7/(%!9%o; ?!?*e#( "o#$%!&!'(%)(. O%d( ?$ o%! d!o

)ed%e 7d'(/e ,o?o/%e (*#o?e'e $ "o)o) %,'. 7(,o?e%! "o#$%!&!'()$ %( ,($7(#( !7/(%

,o?( !! %( 7()ed%!9"!# ,'o?(/(#(. N()9e+B! %(9!% %eo'#(%o; "o#$%!&!'(%)( $

o';(%!7(&!)! ,'ed?*(/)$ !%o'#(&!o%! ;'o7do/! ,o7%(*! ! "(o /!%o/( o7(.

De)/!? )e !de%*!!"o/(o 4 *!,( !%o'#(&!o%!< ;'o7do/(

)ed%o"(%(%! L $ "o#e !%o'#(&!)e ,$*$)$ od )ed%e ,'e#( d'$;o) o?o! o;o/('(%)e L ?/! ,'!#()$ !%o'#(&!)e !7 )ed%o; !7/o'(

%()/)e'o/(*%!)! L !%o'#(&!)e ,$*$)$ %(?$#!&e ,'e#( %e"!# o?o(#( ! ,'e#( *o#e

7(o!(7e o?*(e

;'o7do/!* L !%o'#(&!)e ,$*$)$ od !7/o'( /!+e ?ee"*!/%o %e;o %(?$#!&e ,'e#(

od'e@e%!# o?o(#( ( ?(#o %e"! od ,'!#(o&( %(?*(/)()$ d( ,'e%o?e !%o'#(&!)e.

De)/!? ?#(*'( d( $ o';(%!7(&!)(#( ,'e/(d(/( ;'o7do/!* *!, d( $ o';(%!7(&!)(#(

,o?*o)! %()/)e'o/(*%!)e ?(#o %e"o!"o o?o( !&( 7( /e7$ "o)e ,'e%o?e !%o'#(&!)e

"o)e ?$ 7( %)!< !%*e'e?(%*%e $ /e7! ?( ,o?o# ! *o !&!#( $ "o)( !#()$ ,o/)e'e%)e ! od

"o)!< o9e"$)$ $?$;$.

N( ,'!#)e' "o#$%!"(&!)( ?( '(d%!&!#( *'e( d( $de +*o #(%)e o'#(%(. To,

#e%(d:e'! %()$?,e+%!)!< !'#! ,'e"o 60Q ?/o; '(d%o; /'e#e%( ,'o/ode $ o!(?"$

,'o!7/od%)e ! $ "o#$%!"(&!)! ?( '(d%!&!#(. U %e"!# $?,e+%!# "o#,(%!)(#( %(

!de%*!!"(&!o%!# ed:e/!#( "o)e %o?e ?/! 7(,o?e%! od d!'e"*o'( do '(d%!"( %(

od':(/(%)$ ?*o)! ?(#o !#e. S/! ?e o?o/)(/()$ ,o !#e%$ +*o do,'!%o?! %eo'#(%o?*! $

o,


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6. "R#"R#K# U KOMUNIKACIJI

To"o# ,'o&e?( "o#$%!&!'(%)( ?e #o;$ ,o)(/!*! ?#e*%)e ! ,'e,'e"e "o)e o*e:(/()$ !!

,o*,$%o o%e#o;$B(/()$ "o#$%!"(&!)$. P'e,'e"e ?e #o;$ )(/!*! "od ,o+!)(o&( ,o'$"e

$ "(%($ "o#$%!&!'(%)( ! "od ,'!#(o&( ,o'$"e. K('("*e'!?*!"e !9%o?*! ,o+!)(o&( *).

,'!#(o&( ,o'$"e %)e;o/ %!/o o'(7o/(%)( ?*(*$? $ d'$+*/$ %(/!"e ! ?. $ 7%(*%o) #)e'!

$*!9$ %( %)!

?e#(%*!9"( d!?*o'7!)( %(#)e'%( !! ?$9()%( $,o*'( d/o?#!?e%!< '!)e9! o+e !7e9e%e

,o'$"e "o#$%!"(&!)?"e ,'e,'e"e $ #e@$%('od%o# o"'$:e%)$ ;$!*(" !%o'#(&!)( ,'!

,'e%o?$ ! o+e #e#o'!?(%)e e7!9%( "o#$%!"(&!)( %e,o/)e'e%)e %edo/o)%( d$:!%('(7do)( 7( ,'!(;o@(/(%)e ,'o#)e%(#( ,'eo,*e'e9e%o?* !%o'#(&!)(#( ! o?*(e

"o#$%!"(&!)?"e ,'e,'e"e.

6.1. Na>ini 3o9o',2an,a (om)ni(a*i,e ) o+?ani


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>o/)e" 0Q0Q /'e#e%( "o)e ,'o/ede $ $d%o# ?*(%)$ ,'o/od! $ "o#$%!"(&!)! ?(

d'$;!#(. Od *o;( %()#(%)e 4-Q *'e( od/o)!*! 7( ?$+(%)e.

Minimi


22/25

D'$;( "o'!?%( #e*od( 7( o'#$!?(%)e &e%*'(%e ,o'$"e )e AIDA. AIDA 7%(9!

attention ,(:%)( interest !%*e'e? desire :e)( and action ("*!/%o?*!. P'e7e%*(&!)(

*'e( d( ?e !7;'(d! ,o?*e,e%o ,o9e/+! ? o%!# +*o 7(o"$,)( ,(:%)$ ?$+((&( *$#(9e%)e#

o%o;( +*( Be !*!. C!) )e ,o/eB(*! :e)$ ?$+((&( d( ,od$7#$ ("*!/%o?*!. Z(/'+%(

%(,o#e%( 7( ?(%)e ,o'$"e ;(?!Po'$"( $ "o)$ %e/)e'$)e ?(# ;o/'%!" !! "o)( ?(d':!

o9!*e %e!?*!%e ,'!)e !! "(?%!)e !/( od!)e%( od ,$!"e "o)o) )e %(#)e%)e%(. V'o )e

'!)e*"o d( )$d! /)e'$)$ $ */'d%)$ $ "o)$ ! ?(#( o?o( "o)( *o */'d! %e /)e'$)e.

7.1. Ino+ma*iona teno'o?i,a ) (om)ni*i+an,)

N(9!% %( "o)! "o#$%!&!'()$ 7(,o?e%! #e@$?o%o $%$*(' o';(%!7(&!)e ( ! ?(

e"?*e'%!# o"'$:e%)e# "(o +*o ?$ "$,&! do(/)(9! ! !*d 7%(9()%o )e ,'o#)e%)e% $?)ed

'7o; '(7/o)( !%o'#(&!o%!< *e


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B. ZAK-JUAK

I7'(do# o/o; ?e#!%('?"o; '(d( #o:e#o 7(")$9!*! d( )e "o#$%!"(&!)( )ed%( od

%()o?%o/%!)!< $%"&!)( $ !o "o)o) o';(%!7(&!)! !! !7%!?$ ! %)e%( /(:%o?* ?e %e #o:e

do/o)%o %(;(?!*!. To )e ,'o&e? ,'!)e%o?( !%o'#(&!)( !de)( #!?! ?*(/o/( ! ,(%o/(!7#e@$ '(7!9!*!< d!)eo/( %e"e o';(%!7(&!)e. Od%o?! #e@$ )$d!#( %!?$ #o;$B! e7

"o#$%!"(&!)e *("o )e do'( ! e!"(?%( "o#$%!"(&!)( %eo,


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• Za zaposlenike "'o7 "o#$%!"(&!)$ ?( ,o?od(/&e# #o:e*e d(/(*! ?/o)e

!7/)e+B( o '(d$ "o#e%*('e ,'!*$:e ! ,'!)edo;e. U */'*"! ! *'e(e ,o?*o)(*!

$%(,'!)ed o?#!+)e%e ,'o&ed$'e '7e e!"(?%e ! d!'e"*%e "o#$%!"(&!)e

7(,o?e%!"( ! +eo/( "("o ! ?e !7)e;o %e7(do/o)?*/o '(d! 9e"(%)(

%e?,o'(7$#! ! ,'e%o+e%)e "'!/!< !%o'#(&!)( ,'e"o d'$;!< o?o( ! $?,o?*(/!o

o)! od%o? #e@$ ?/!#( $ !'#!.

23


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-IT#RATURA:

Knji,a- M$'(*o/!B . Me%(d:#e%* S('()e/o 200-

e

http://www.ekapija.ba/http://www.cest.gov.ba/http://www.foi.hr/http://www.ekapija.ba/http://www.cest.gov.ba/http://www.foi.hr/

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