master's thesis
Potencials of location marketing

Tonka Soldo (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitlePotencijali lokacijskog maketinga
AuthorTonka Soldo
Mentor(s)Drago Ružić (thesis advisor)
Abstract
Kako popularnost mobilnih uređaja raste sve više, tako rastu i marketinške mogućnosti. Marketinški stručnjaci koriste mobilne uređaje kao dodatni kanal za komunikaciju, prodaju, promociju, izgradnju i održavanje odnosa s kupcima. Užurbani rast i razvoj mobilnih mreža i uređaja, kao i sam razvoj tehnologije omogućili su razvoj servisa temeljenih na lokaciji koji bi mogli postati nositelj budućeg razvoja mobilnog poslovanja. Usluge temeljene na lokaciji omogućuju dvosmjernu komunikaciju i interakciju. Pružatelju usluga je dana lokacija i vrsta informacija koje se potražuju od strane korisnika što pružatelju lokacijskih usluga pomaže da dostavi informacije i podatke prilagođene korisniku. Lokacijske usluge više ne koriste samo trenutnu lokaciju kao glavno sredstvo za pružanje usluga nego postepeno grade znanje o korisniku s ciljem da usluga bude u mogućnosti prepoznati informacije koje se mogu iskoristiti kako bi bile od koristi korisniku. Uz lokacijske servise veže se i pojam lokacijski marketing koji je zamišljen kao sredstvo oglašavanja ili pružanja informacija potrošaču u zavisnosti od lokacije na kojoj se on upravo nalazi, a za što treba posjedovati uređaj sa ugrađenom GPS tehnologijom. Spektar mogućih usluga prema potrošačima je doista velik stoga odjel marketinga mora biti inovativan i kreativan kako bi potrošačima ponudio one usluge za koje smatra da su im potrebne što za cilj ima dobivanje novih kupaca i zadržavanje postojećih.
KeywordsLBS (location-based services) location marketing proximity marketing
Parallel title (English)Potencials of location marketing
Committee MembersDrago Ružić (committee chairperson)
Jerko Glavaš (committee member)
Nataša Drvenkar (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 date2016-09-20
Parallel abstract (English)
As popularity of mobile devices is growing more and more, with them are growing marketing options. Marketing experts are using mobile devices as additional channel for communication, sales, promoting, building and maintaining relationship with costumers. Rapid growing and development of mobile networks and devices, and also development of technology, have enabled development location-based services which could become carrier of future development of mobile business. Location-based services are enabling two-way communication and interaction. Provider of services knows location and type of information which costumer needs and that is helping them to deliver information and data which are customised. Location services are no longer used only for immediate location as the main source of providing services, nego gradually building knowledge about user with goal of making services be able to recognize information which can be used in favour of user. With location services also goes term of location marketing which is constructed to be an instrument of advertising or it can give information to user in dependence of location in which user is currently situated for which he has to own device with GPS technology. Spectre of possible opportunities towards costumers is enormous, therefore marketing department has to be innovated and creative so they could offer users services which they think are necessary and that is the way for obtaining the new costumers and keeping old ones.
Parallel keywords (Croatian)LBS (servisi temeljeni na lokaciji) lokacijski marketing proximity marketing
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:145:439165
CommitterGordana Kradijan