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master's thesis
Model prodajnog lijevka u online marketingu
2018. urn:nbn:hr:145:951703
Kovač, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Kovač, I. (2018). Model prodajnog lijevka u online marketingu (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:145:951703

Kovač, Ivan. "Model prodajnog lijevka u online marketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:951703

Kovač, Ivan. "Model prodajnog lijevka u online marketingu." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2018. https://urn.nsk.hr/urn:nbn:hr:145:951703

Kovač, I. (2018). 'Model prodajnog lijevka u online marketingu', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 25 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:951703

Kovač I. Model prodajnog lijevka u online marketingu [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2018 [cited 2025 January 25] Available at: https://urn.nsk.hr/urn:nbn:hr:145:951703

I. Kovač, "Model prodajnog lijevka u online marketingu", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:145:951703

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Metadata
TitleModel prodajnog lijevka u online marketingu
Title (english)Digital marketing funnel
AuthorIvan Kovač
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranimir Marković (član povjerenstva)
Committee memberBranko Matić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2018-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing je dio poslovne ekonomije koji se u sebi sadržava sve faze nastajanja proizvoda ili usluge, njegova oglašavanja, prodaje, te brige o zadovoljstvu kupaca i potrošača tim proizvodima ili uslugama. Kako bi bolje razumjeli sve sastavnice svih procesa koji se u marketingu odvijaju, ali i sve elemente od kojih se ti procesi sačinjavaju, potrebno je načiniti modele koji će to adekvatno prikazati. Model prodajnog lijevka u online marketingu predstavlja jedan takav model. Zadatak tog modela je opisati put kupca od faze otkrivanja nekog proizvoda do same prodajne aktivnosti, ili post-kupovnih aktivnosti, ovisno o pojedinom modelu. Tradicionalni AIDA model prodajnog lijevka nije sposoban prikazati u potpunosti realnost online okruženja, te su konstruirani napredniji ciklični modeli prodajnog lijevka koji bolje opisuju stvarno stanje online prodaje Svi alati koje koriste marketinški stručnjaci u online marketinškim aktivnostima mogu se svrstati u neku od faza nekog od modela prodajnih lijevaka, te prikazati njihovu ulogu i međuovisnost s pojedinim elementima istoga modela. Mnoga se poduzeća specijaliziraju za pružanje usluga online marketinških rješenja koristeći se jednostavnim metodama poput A/B testiranja kako bi optimizirali web stranice ili stranice na društvenim mrežama svojih klijenata. Takva poduzeća razumiju ponašanje potencijalnih kupaca u odnosu na pojedine faze u online prodajnom lijevku, te prateći model pronalaze optimalna marketinška rješenja.
Abstract (english)
Marketing is that part of business economics that, in itself, contains all the phases of product or service creation, advertising, sale and customer or consumer satisfaction. In order to better understand the processes behind the aforementioned, as well as what elements are part of these processes, it is necessary to design models that will adequately portray everything. The digital marketing funnel is one such model. Its task is to describe the journey a potential customer makes from the point of discovering the first information about a product or service, to the point of making the purchase or, depending on the particular model, post-sale activities. The traditional AIDA model lacks the ability to successfully showcase the actual reality of modern online consumer behavior. Consequently, new and improved models have been designed to better reflect the reality of online commerce. Every tool used by marketing experts can be found in one of the phases of the digital marketing funnel. It’s purpose can be displayed and the interdependence between specific tools and their role in the funnel made clear. Many businesses specialize in providing digital marketing solutions, using simple methods such as the A/B test to optimize websites or social media pages of their clients. Such business have the necessary understanding of the potential customer behavior and use this knowledge to devise optimal marketing solutions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:951703
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-02-06 10:40:17