Access restricted to students and staff of home institution
master's thesis
CONTEMPORARY FORMS OF INTERACTIVE MARKETING COMMUNICATION IN THE LIFE AND BUSINESS

David Maleta (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleSuvremeni oblici interaktivne marketinške komunikacije u životu i poslovanju
AuthorDavid Maleta
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
Internet je danas postao dio svakodnevnice, a njegovo korištenje razvija motoričke i misaone vještine te vještine učenja. Njegovim korištenjem razvija se osjećaj vlastite vrijednosti i samopouzdanja. Točan broj korisnika interneta teško je procijeniti, no može se zaključiti da njegov broj raste iz godine u godinu. Danas postoje brojni servisi i aplikacije koje omogućuju brojne marketinške aktivnosti. Internet nudi razne servise i aplikacije kao što su World Wide Web, Web 2.0, e-pošta, dostavne liste, internetsko telefoniranje i brojne druge. Sve veća pozornost usmjerena je na oglašavanje putem društvenih mreža koje su postale preduvjet zbližavanja s potrošačima i kupcima. Veliku pozornost marketing stručnjaka privukla je mobilna komunikacija koja je popularna među cijelom populacijom i kao takva predstavlja najvažniji oblik interaktivne marketinške komunikacije koja ne ovisi o vremenu ni prostoru u kojem se poduzeće ili potrošač nalaze. Mobilna tehnologija ima brojne prednosti nad drugim tehnologijama, a osobito ju krase fizičke karakteristike poput prenosivosti, povezanost s toĉno jednom osobom, dostupnost bez obzira na vrijeme i lokaciju te mogućnost lociranja. Razvoj informacijsko-komunikacijskih tehnologija utjecao je na razvoj novih medija i tehnika komuniciranja s potrošačima. Poduzeća su primorana pratiti suvremene trendove u podruĉju e-marketinga kako bi se borila sa sve većom konkurencijom. Informacije o navikama potrošača postale su kljuĉ za dugoročan uspjeh suvremenog poduzeća, a praćenje suvremenih trendova omogućuje poduzećima da budu u korak sa svojim kupcima, da shvate njihove navike te se prilagode globalnom trţištu.
KeywordsInternet marketing activities mobile communication modern trends
Parallel title (English)CONTEMPORARY FORMS OF INTERACTIVE MARKETING COMMUNICATION IN THE LIFE AND BUSINESS
Committee MembersDavorin Turkalj (committee chairperson)
Mirna Leko Šimić (committee member)
Antun Biloš (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness economy; specializations in: Business Informatics
Study specializationBusiness Informatics
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-06-24
Parallel abstract (English)
The Internet has become part of everyday life, and it's used to develop and motor cognitive and learning skills. Its use develops a sense of self-worth and self-confidence. The exact number of Internet users is difficult to estimate, but it can be concluded that it's number is growing from year to year. Today there are numerous services and applications that enable numerous marketing activities. The Internet offers a variety of services and applications such as World Wide Web, Web 2.0, e-mail distribution lists, Internet telephony and many others. Increasing attention is focused on advertising on social networking sites which have become a prerequisite for approchement with consumers and customers. Marketing experts are attracted to mobile communication which is popular among the entire population and it is the most important form of interactive marketing communications. The reason of this attraction is that this form does not depend on time or space in which the company or the consumer are. Mobile technology has many advantages over the other technologies, in particular, it is decorated with physical features like portability, connectivity with exactly one person, availability regardless of time and location and the possibility of locating. The development of information and communication technologies have influenced the development of new media and techniques of communication with consumers. Companies are forced to follow modern trends in the field of e-marketing to tackle the increased competition. Information about consumer habits have become the key to long-term success of the modern enterprise, a contemporary currents allows enterprises to keep pace with their customers, to understand their habits and adapt to the global market.
Parallel keywords (Croatian)internet marketinške aktivnosti mobilna komunikacija suvremeni trendovi
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:305262
CommitterGordana Kradijan