Access restricted to students and staff of home institution
master's thesis
MULTIMEDIA FEATURES OF MOBILE MARKETING

Ivan Stjepanek (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleMultimedijalne mogućnosti mobilnog marketinga
AuthorIvan Stjepanek
Mentor(s)Davorin Turkalj (thesis advisor)
Abstract
Pojava pametnih telefona i mobilnog marketinga predstavlja novu eru u marketingu jer su danas poduzeća sve bliža kupcima. Mobilni marketing nudi brojne mogućnosti oglašavanja, plaćanje računa putem njega, kupovinu prepaid bonova, spajanje na video konferencije i slično, a mobilna komunikacija danas postaje temeljno sučelje za komunikaciju s potrošačima. Multimedijalne mogućnosti mobilnog marketinga su višestruke; bilo da se radi o glasovnim ili tekstualnim mogućnostima razmjene informacija, mobilnom internetu i mobilnim aplikacijama, mobilnom videu i televiziji. Mobilni internet, osim što nudi korisnicima pristup web stranicama, on danas nudi i format stranice koji je prilagođen mobilnim telefonima. Iako mnogi i danas smatraju da je mobilni telefon lošija inačica osobnih računala, mobilni telefoni postaju sve više multifunkcionalni i sukladno tome može se reći da imaju važne prednosti u odnosu na osobna računala. Tomu u prilog ide i iznimno popularan primjer mobilne komunikacije takozvana m-parking usluga kao i brojne aplikacije koje su dostupne svim korisnicima putem virtualne trgovine koja se nalazi na glavnom zaslonu svakog pametnog telefona. Potražnja za mobilnim aplikacijama je sve veća, a najpopularnije su aplikacije poput navigacijskih uređaja, mobilnih igrica, aplikacija za gledanje video sadržaja ili pretraživanje interneta, aplikacije za društvene mreže, uređivanje fotografija i sl. Prodavači često kao oblik promocije odabiru upravo mobilnu promociju, a najpopularnije su mobilne nagradne igre i mobilni kuponi.
Keywordssmartphones mobile marketing mobile internet mobile applications
Parallel title (English)MULTIMEDIA FEATURES OF MOBILE MARKETING
Committee MembersDavorin Turkalj (committee chairperson)
Sunčica Oberman Peterka (committee member)
Julia Perić (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 date2016-12-28
Parallel abstract (English)
The emergence of smartphones and mobile marketing represents a new era in marketing because today companies are more closer to customers. Mobile marketing offers many advertising opportunities. With help of mobile phone you can pay bills, purchase prepaid cards, connect to video conference. Mobile communication has become a basic interface for communication with consumers. Multimedia opportunities at mobile marketing are multiple; whether there is a voice or text exchange of information, mobile internet and mobile applications, mobile video and mobile TV. Mobile internet, except that offer users access to web sites, today it offer a page format that is adjusted to mobile phones. Although many still believe that the mobile phone is worse version of personal computers, mobile phones are becoming more functional and accordingly can be said to have important advantages over PCs. This is backed by extremely popular example of mobile communications so-called m-parking service and a number of applications available to all users through a virtual store that is located on the main screen of any smartphone. The demand for mobile applications is in growing, and the most popular applications are navigation devices, mobile games, applications for watching videos or web browsing, applications for social networks, photo editing, etc. Sellers often choose mobile promotion as a form of promotion, and the most popular are mobile sweepstakes and mobile coupons.
Parallel keywords (Croatian)pametni telefoni mobilni marketing mobilni internet mobilne aplikacije
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:145:322068
CommitterGordana Kradijan