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master's thesis
Važnost i uloga etike u internetskim marketinškim aktivnostima
2016. urn:nbn:hr:145:119871
Brdar, Tihana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Brdar, T. (2016). Važnost i uloga etike u internetskim marketinškim aktivnostima (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:145:119871

Brdar, Tihana. "Važnost i uloga etike u internetskim marketinškim aktivnostima." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:119871

Brdar, Tihana. "Važnost i uloga etike u internetskim marketinškim aktivnostima." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:119871

Brdar, T. (2016). 'Važnost i uloga etike u internetskim marketinškim aktivnostima', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:119871

Brdar T. Važnost i uloga etike u internetskim marketinškim aktivnostima [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:145:119871

T. Brdar, "Važnost i uloga etike u internetskim marketinškim aktivnostima", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:145:119871

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Metadata
TitleVažnost i uloga etike u internetskim marketinškim aktivnostima
Title (english)THE IMPORTANCE AND ROLE OF ETHICS IN INTERNET MARKETING ACTIVITIES
AuthorTihana Brdar
MentorDavorin Turkalj (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberMane Medić (član povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Internet se kao dominantni medij sve više koristi u marketinškim strategijama svake organizacije zbog svoje efikasnosti i dvosmjerne komunikacije koju organizacije mogu uspostaviti s potrošačima. S obzirom da ne postoje stroga pravila u načinima oglašavanja, svaka bi organizacija trebala u svojem temeljnom poslovanju primjenjivati etički kodeks koji bi preslikali i na online marketinške aktivnosti, odnosno na svih sedam elemenata marketinškog spleta. Potrošači na internetu su drugačiji od ostalih. Oni zahtijevaju brzu reakciju i povratnu informaciju te im proizvodi moraju biti dostupni i brzo isporučeni. Stoga organizacije pokušavaju na što bolji način zadržati njihovu koncentraciju i postići da takvi korisnici postanu privrženi organizaciji i njihovom brendu. Kako bi to postigli, organizacije ponekad pristupaju i neetično sa željom da se nametnu. Ovaj se rad bavi važnošću i ulogom etike u internetskim marketinškim aktivnostima, te će se stoga u radu analizirati osnove etike i njena primjena u marketingu s posebnim osvrtom na internetske marketinške aktivnosti.
Abstract (english)
Internet, as a dominant media, has been more and more used by organization in their marketing activities because of its efficiency and a two-way communication with customers. Since there are no strict rules for the advertising, every organization should imply the ethical codex in their core business, which should be replicated on online marketing activities, ie on all seven elements of the marketing mix. Internet consumers are different from the rest. They demand quick response and feedback, and products that they want to buy should be available in the moment of their purchase and be delivered quickly. Therefore, organizations are trying to keep customer’s attention and make them attached to the brand. In order to achieve this, organizations sometimes have an unethical approach. This paper deals with the importance and the role of the ethics in the internet marketing activities, and therefore will analyze the basics of ethics and its application in marketing with emphasis on the internet marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:119871
Study programmeTitle: Business economy; specializations in: Management
Course: Management
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 on2016-10-18 06:35:14