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master's thesis
POTENCIJALI GEOLOKACIJSKOG MARKETINGA
Diplomski rad
2021. urn:nbn:hr:145:954215
Naglav, Ozren
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Naglav, O. (2021). POTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:954215

Naglav, Ozren. "POTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:954215

Naglav, Ozren. "POTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:145:954215

Naglav, O. (2021). 'POTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 04 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:954215

Naglav O. POTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2021 [cited 2024 May 04] Available at: https://urn.nsk.hr/urn:nbn:hr:145:954215

O. Naglav, "POTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:145:954215

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Metadata
TitlePOTENCIJALI GEOLOKACIJSKOG MARKETINGA : Diplomski rad
Title (english)POTENTIALS OF GEOLOCATION MARKETING : Graduate paper
AuthorOzren Naglav
MentorIvan Kelić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2021-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha ovog rada bila je prikazati potencijale geolokacijskog marketinga, objasniti što je geolokacijski marketing te koje metode i alati se koriste prilikom oglašavanja i kreiranja marketinških kampanja temeljenih na lokaciji kao polaznoj točki. U prvom dijelu rada naglasak je stavljen na interaktivni marketing, njegov nastanak i razvoj. Također je objašnjena tradicionalna marketinška komunikacija u odnosu na nove oblike interaktivne marketinške komunikacije. Središnji dio rada obuhvaća geolokacijski marketing kao sve zastupljeniju metodu marketinških strategija kojom se kompanije služe kako bi poboljšale svoje poslovne rezultate, približile se potrošačima i stvorile nove kupce koji postaju vjerni određenim robnim markama. Analizom dostupne literature i podataka utvrđeno je na koje sve načine se gelokacijski marketing primjenjuje, a s obzirom na ubrzani razvoj tehnologije i sve veći broj korisnika pametnih mobilnih uređaja, današnja primjena obuhvaća zaista veliki spektar primjene. Završni dio ovog rada temelji se na studijama slučaja, gdje je dan konkretan uvid u to kako tvrtke u praksi koriste geolokacijski marketing na različite načine na temelju čega je donesen zaključak o njegovim potencijalima i viđenjem korištenja u budućnosti.
Abstract (english)
The purpose of this paper was to show the potentials of geolocation marketing, to explain what geolocation marketing is and what methods and tools are used in advertising and creating location-based marketing campaigns as a starting point. In the first part of the paper, the emphasis is placed on interactive marketing, its origin and development. Also, the traditional marketing communication in relation to new forms of interactive marketing communication is explained. The central part of the paper includes geolocation marketing as an increasingly common method of marketing strategies used by companies to improve their business results, get closer to consumers and create new customers who become loyal to certain brands. By conducting an analysis of available literature and data it was determined that there are multiple ways in which gelocation marketing is applied. Given the accelerated development of technology and the growing number of users of smart mobile devices, today's usage covers a really wide range of geolocation marketing applications. The final part of this paper is based on case studies, where a concrete insight is given into how companies in their practice use geolocation marketing, based on which a conclusion was made about its potentials and vision of future use.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:954215
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-05-04 12:13:09