master's thesis
B2B POTENTIAL OF MOBILE APPLICATIONS

Ivana Kršić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePotencijali B2B mobilnih aplikacija
AuthorIvana Kršić
Mentor(s)Drago Ružić (thesis advisor)
Abstract
Internet u današnje vrijeme postaje sveprisutan. Razvojem dostupnosti Interneta, došlo je i do razvoja uređaja kojima je moguće Internetu pristupiti. Zabilježeno je da će uskoro svaki treći stanovnik osim računala posjedivati i neki mobilni uređaj, a u posljednje vrijeme sve više se primjenjuju smart uređaji (pametni uređaj) koji zamjenjuju nekadašnje modele mobilnih uređaja uz napredne mogućnosti poput ekrana na dodir, ekrana visoke rezolucije, mogućnost pristupanja raznim aplikacijama (od zabavnih, edukativnih, zdravstvenih, do poslovnih i ostalih), internetskim pretraživačima kojima se može pristupiti i ispravno prikazati standardne web-stranice, a ne samo optimizirane za mobilne uređaje, zatim GPS-navigacijom, Wi-Fi-em i mobilnim širokopojasnim pristupom. Kako je razvoj mobilnih uređaja napredovao, stručnjaci za marketing prepoznali su nove poslovne prilike, te proširili svoje djelovanje na nove načine približavanja krajnjim potrošačima i klijentima, a jedan od takvih načina je i mobilni marketing. Mobilni marketing podrazumijeva bilo koju marketinšku aktivnost koja uključuje promotivni splet aktivnosti usmjeren prema potrošačima (klijentima) putem mobilnih uređaja. Postoji više načina primjene mobilnog marketinga, a njegova različitost se zasniva na tehnologijama koje se primjenjuju. Tako se mobilni marketing može realizirati kroz SMS marketing, MMS marketing, kreiranje mobilnih aplikacija, razvijanje mobilnih web stranica, dostavljanje mobilnih kupona za povlaštenu kupovinu, geolokacijskih servisa, bannera za mobilne aplikacije i ostalih. Razvojem mobilnog marketinga za krajnje potrošače, uočene su i prilike za korištenjem mobilnih aplikacija i na tržištu poslovne potrošnje (B2B) koji u budućnosti ima potencijal za implementaciju u svim sektorima industrije, postat će primat u poslovanju te u izgradnji korporativne odgovornosti.
Keywordsmobile marketing mobile applications B2B model
Parallel title (English)B2B POTENTIAL OF MOBILE APPLICATIONS
Committee MembersDrago Ružić (committee chairperson)
Antun Biloš (committee member)
Anita Frajman Ivković (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 programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-08
Parallel abstract (English)
Internet today is becoming ubiquitous. Availability of the Internet has been evolving together with the development of devices that can access the internet. It was noted that soon every third person will have computer or a mobile device. Lately former models of mobile phones are being replaced with smart devices, which are equipped with advanced features like a touch screen, high-definition displays, various applications (entertainment, educational, health, business and others), web browsers that can access and properly display standard web pages rather than just mobile-optimized, GPS navigation, Wi-Fi and mobile broadband access. As the development of mobile devices progressed, marketing experts recognized the new business opportunities and expanded their ways of approaching the final consumers and clients, focusing on mobile marketing. Mobile marketing involves any marketing activity that includes promotional web activities directed towards consumers (clients) via mobile devices. There are several methods of application of mobile marketing and its diversity is based on the technology to be applied, so the mobile marketing can be realized through SMS marketing, multimedia marketing, mobile applications, mobile websites, coupons for discounted shopping, geolocation services, banners and others. With the development of mobile marketing in the market of consumer products, there are emerging opportunities for using mobile applications in the business to business communication (B2B), with wide possibilities of implementation in all business / industry sectors. B2B mobile applications will become a priority in business and in building corporate responsibility.
Parallel keywords (Croatian)mobilni marketing mobilne aplikacija B2B poslovni model
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:145:639481
CommitterGordana Kradijan