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professional thesis
Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva
2019. urn:nbn:hr:145:332101
Radoš, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek

Cite this document

Radoš, I. (2019). Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva (Professional thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:332101

Radoš, Ivan. "Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:332101

Radoš, Ivan. "Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva." Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:332101

Radoš, I. (2019). 'Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva', Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, accessed 27 January 2021, https://urn.nsk.hr/urn:nbn:hr:145:332101

Radoš I. Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva [Professional thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek; 2019 [cited 2021 January 27] Available at: https://urn.nsk.hr/urn:nbn:hr:145:332101

I. Radoš, "Digitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva", Professional thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:332101

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Metadata
TitleDigitalni marketing kao glavna poluga za ostvarivanje poslovnih ciljeva
Title (english)Digital marketing as the main lever for achieving business goals
AuthorIvan Radoš
MentorIvan Kelić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
Committee memberDavorin Turkalj (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Osijek
Defense date and country2019-01-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Povijest turizma u Hrvatskoj seže od sredine 19. stoljeća, u razdoblje oko 1850. godine, a isti se uspješno razvijao sve do danas, slijedom čega je danas Hrvatska jedno od najposjećenijih i najvažnijih turističkih odredišta Sredozemlja. Hrvatska kao članica Europske unije zauzima tržišnu prednost nad većinom konkurentskih zemalja. U prilog jačanju dolazaka govori činjenica da se Hrvatska nalazi na prvome mjestu željenih destinacija prema turističkom časopisu Fodor's („Where travelers want to go in 2015 "published by Fodor's travel, one of the world's leading tourism portal found in the first place as the world's leading tourist destination is CROATIA.“). Zadatak ovog rada jest obuhvatiti sve aspekte digitalnog marketinga i prikazati ga kao komplementarnu vrijednost unutar projekta. Projekt je stvaran te se mnoge aktivnosti iz rada vežu uz konkretne izvedbe samog projekta. Unutar rada analizirani su alati koji su lako dostupni, a mogu imati visoku analitičku vrijednost. Digitalni marketing počiva na ideji masovnosti i lake dostupnosti sadržaja, stoga je ovaj vid marketinga stavljen u kontekst turizma. Novi oblici oglašavanja su sve više stavljeni u fokus marketinga, tako primjerice internetsko oglašavanje prožeto je mnogim koristima u odnosu na tradicionalne oblike. Kao glavna prednost navodi se cijena oglašavanja te mogućnost preciznog odabira ciljane skupine. Valja napomenuti kako je internetsko oglašavanje dovelo do revolucije praćenja metrika promocije. Naime, internetsko oglašavanje omogućava lakše praćenje rezultata kampanje i odjeka među ciljanom publikom.
Abstract (english)
The history of tourism in Croatia dates back to the middle of the nineteenth century, in the period around 1850, and it has been successfully ever since, Today Croatia is one of the most visited and most important tourist destinations of the Mediterranean. Croatia as a member of the European Union and has access to market and opportunity to present it self to the most developed members. In favor of that argument is the fact that Croatia is at the first place of the desired destinations according to the tourist magazine Fodor's. The task of this paper is to cover all aspects of digital marketing and to present it as a complementary value within the project. The project is real and many of the activities from the work are linked to the actual implementation of the project itself. Within the seminar, an analysis of available tools was performed which are easily accessible and can have high analytical value. Digital marketing is based on the idea of massiveness and easy accessibility of content, therefore this type of marketing is put into the use of tourism. New forms of advertising are rapidly positioning himself in the focus of marketing, for example, online advertising has many benefits in comparison to traditional forms. The main advantage is the price of advertising and the ability to precisely select the target group. It should be noted that online advertising has led to a revolution in tracking promotion metrics. Namely, online advertising makes it easier to track the results of campaigns and echoes among targeted audiences.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:332101
Study programmeTitle: Postgraduate Specialist Study Marketing Special areas
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/specijalistica marketinga posebnih područja (sveučilišni/a specijalist/specijalistica marketinga posebnih područja)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-01-28 16:40:25