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master's thesis
Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga
2017. urn:nbn:hr:145:615911
Glibušić, Luka
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Glibušić, L. (2017). Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga (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:145:615911

Glibušić, Luka. "Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:615911

Glibušić, Luka. "Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:615911

Glibušić, L. (2017). 'Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 20 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:615911

Glibušić L. Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 March 20] Available at: https://urn.nsk.hr/urn:nbn:hr:145:615911

L. Glibušić, "Statistički programi i metode mjerenja učinkovitosti mobilnog marketinga", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:615911

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Metadata
TitleStatistički programi i metode mjerenja učinkovitosti mobilnog marketinga
Title (english)STATISTICAL PROGRAMS AND METHODS OF MEASURING MOBILE MARKETING EFFICIENCY
AuthorLuka Glibušić
MentorDrago Ružić (mentor)
Committee memberDrago Ružić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2017-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Pojavom naprednih mobilnih uređaja i razvojem informacijsko-komunikacijskih tehnologija poslovni subjekti su dobili brojne mogućnosti pristupanja korisnicima s ciljem zadržavanja postojećih i pridobivanja potencijalno novih korisnika. Uz prijenos glasovnih informacija danas je posredstvom naprednih mobilnih uređaja moguće prenositi tekstualne, video i audio zapise. Posljedično, pojavila se mogućnost ostvarivanja interaktivnog odnosa s korisnicima, odnosno uspostavljanje dvosmjerne komunikacije s istima. Ta je karakteristika omogućila poslovnim subjektima dodatan uvid u korisnikove potrebe i želje, na način koji dotad nije bio moguć. Mobilnost suvremenih korisnika i potrošača veća je no ikad, a mobilni servisi poput SMS-a, MMS-a, Bluetooth-a uklanjaju vremenske i lokacijske barijere prilikom prijenosa promotivnih poruka. Ovaj se rad bavi problematikom analize i mjerenja učinkovitosti mobilnog marketinga. Za tu svrhu koriste se specijalizirani analitički i statistički programi te posebne metode mjerenja učinkovitosti.
Abstract (english)
With the emergence of mobile phones and the development of information and communication technologies, business entities have gained numerous customer access capabilities with the aim of retaining existing and recruiting potentially new users. With the transmission of voice information today, it is possible to transfer textual, video and audio tracks via mobile phones. Consequently, the possibility of interacting with the users, ie establishing two-way communication with the users, has emerged. This feature provided business entities with an additional insight into user needs and desires, in a way that was not possible before. The mobility of modern users and consumers is greater than ever, and mobile services such as SMS, MMS, and Bluetooth eliminate time and location barriers when transmitting promotional messages. This paper deals with the issue of analyzing and measuring the effectiveness of mobile marketing. Specialized analytical and statistical programs, as well as special metering methods, are used for this purpose.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:615911
Study programmeTitle: Business economy; specializations in: Business Informatics
Course: Business Informatics
Study programme type: university
Study level: graduate
Academic / professional title: Magistar/magistra ekonomije (Magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2017-11-06 12:00:34