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master's thesis
Marketinška komunikacija u digitalnom okruženju
2016. urn:nbn:hr:145:748247
Jurina, Vlatka
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Cite this document

Jurina, V. (2016). Marketinška komunikacija u digitalnom okruženju (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:145:748247

Jurina, Vlatka. "Marketinška komunikacija u digitalnom okruženju." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:748247

Jurina, Vlatka. "Marketinška komunikacija u digitalnom okruženju." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2016. https://urn.nsk.hr/urn:nbn:hr:145:748247

Jurina, V. (2016). 'Marketinška komunikacija u digitalnom okruženju', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 17 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:748247

Jurina V. Marketinška komunikacija u digitalnom okruženju [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2016 [cited 2024 November 17] Available at: https://urn.nsk.hr/urn:nbn:hr:145:748247

V. Jurina, "Marketinška komunikacija u digitalnom okruženju", 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:145:748247

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Metadata
TitleMarketinška komunikacija u digitalnom okruženju
AuthorVlatka Jurina
MentorMane Medić (mentor)
Committee memberDražen Ćućić (predsjednik povjerenstva)
Committee memberMane Medić (član povjerenstva)
Committee memberBlaženka Hadrović Zekić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2016-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Živimo u digitalnom dobu u kojemu je komunikacija putem interneta nezamisliva. To je dovelo i do promjene marketinških aktivnosti poduzeća. Tradicionalni mediji komuniciranja poput novina, tv-a i radija imaju sve manju ulogu u marketinškim aktivnostima poduzeća. Poduzeća danas žele privući kupce putem kanala koji oni najviše koriste a to je internet. Kako bi bili što uspješniji u tome moraju usavršiti svoju komunikaciju. Komunikacija je u današnje vrijeme ključan čimbenik poslovanja jer su kupcima proizvodi ili usluge dostupniji više nego ikada. Današnji kupci su zahtjevniji nego prije i zahtijevaju posebno ophođenje koje se može uspješno provesti samo ukoliko su poduzeća sposobna komunicirati i prilagoditi se sadašnjim uvjetima. Komunikacija u marketingu je ključ uspješnog poslovanja a upravo je ona doživjela veliki pomak napretkom digitalnih medija. Danas je nezamislivo da poduzeće nema svoju web stranicu ili profil na društvenoj mreži putem kojih ima izravan kontakt s kupcima. Upravo to omogućuje dvosmjernu komunikaciju koja je preduvjet za upravljanje održivom konkurentskom prednošću.
Abstract (english)
We live in a digital age in which communication over the Internet is unimaginable. This led to a change of marketing activities of the companies. Traditional media of communication such as newspapers, TV and radio have minor role in the marketing activities of the company. Companies today want to attract customers through channels that are most used and one of them is the Internet. If they want to be more successful they must improve their communication. Communication is nowadays a key factor of business because the customers have access to all products or services. Today's customers are more demanding than before and require special treatment that can be successfully carried out only if the company is able to communicate and adapt to current conditions. Communication in marketing is the key to a successful business and it has experienced a major breakthrough because of advancement of digital media. Today it is inconceivable that the company does not have a website or profile on a social network through which it has direct contact with customers. This is what enables the two-way communication, which is a prerequisite for the management of sustainable competitive advantage.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:748247
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 on2016-10-26 15:05:37