master's thesis
Marketinška komunikacija u digitalnom okruženju

Vlatka Jurina (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleMarketinška komunikacija u digitalnom okruženju
AuthorVlatka Jurina
Mentor(s)Mane Medić (thesis advisor)
Abstract
Živimo u digitalnom dobu u kojemu je komunikacija putem interneta nezamisliva. To je dovelo i do promjene marketinških aktivnosti poduzeća. Tradicionalni mediji komuniciranja poput novina, tv-a i radija imaju sve manju ulogu u marketinškim aktivnostima poduzeća. Poduzeća danas žele privući kupce putem kanala koji oni najviše koriste a to je internet. Kako bi bili što uspješniji u tome moraju usavršiti svoju komunikaciju. Komunikacija je u današnje vrijeme ključan čimbenik poslovanja jer su kupcima proizvodi ili usluge dostupniji više nego ikada. Današnji kupci su zahtjevniji nego prije i zahtijevaju posebno ophođenje koje se može uspješno provesti samo ukoliko su poduzeća sposobna komunicirati i prilagoditi se sadašnjim uvjetima. Komunikacija u marketingu je ključ uspješnog poslovanja a upravo je ona doživjela veliki pomak napretkom digitalnih medija. Danas je nezamislivo da poduzeće nema svoju web stranicu ili profil na društvenoj mreži putem kojih ima izravan kontakt s kupcima. Upravo to omogućuje dvosmjernu komunikaciju koja je preduvjet za upravljanje održivom konkurentskom prednošću.
Keywordsdigital age communication marketing social networks
Committee MembersDražen Ćućić (committee chairperson)
Mane Medić (committee member)
Blaženka Hadrović Zekić (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 date2016-09-27
Parallel abstract (English)
We live in a digital age in which communication over the Internet is unimaginable. This led to a change of marketing activities of the companies. Traditional media of communication such as newspapers, TV and radio have minor role in the marketing activities of the company. Companies today want to attract customers through channels that are most used and one of them is the Internet. If they want to be more successful they must improve their communication. Communication is nowadays a key factor of business because the customers have access to all products or services. Today's customers are more demanding than before and require special treatment that can be successfully carried out only if the company is able to communicate and adapt to current conditions. Communication in marketing is the key to a successful business and it has experienced a major breakthrough because of advancement of digital media. Today it is inconceivable that the company does not have a website or profile on a social network through which it has direct contact with customers. This is what enables the two-way communication, which is a prerequisite for the management of sustainable competitive advantage.
Parallel keywords (Croatian)digitalno doba komunikacija marketing društvene mreže
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:145:748247
CommitterGordana Kradijan