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undergraduate thesis
IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU
Završni rad
2023. urn:nbn:hr:145:347795
Horvatić, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

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Horvatić, I. (2023). IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:347795

Horvatić, Ivan. "IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:347795

Horvatić, Ivan. "IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2023. https://urn.nsk.hr/urn:nbn:hr:145:347795

Horvatić, I. (2023). 'IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 09 May 2024, https://urn.nsk.hr/urn:nbn:hr:145:347795

Horvatić I. IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2023 [cited 2024 May 09] Available at: https://urn.nsk.hr/urn:nbn:hr:145:347795

I. Horvatić, "IZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:145:347795

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Metadata
TitleIZGRADNJA MARKE U INTERNETSKOM OKRUŽENJU : Završni rad
Title (english)BRANDING IN A DIGITAL ENVIRONMENT : Final paper
AuthorIvan Horvatić
MentorAntun Biloš (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2023-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Business Informatics
Abstract
U brzom svijetu interneta izgradnja marke postala je važnija nego ikad prije za svaku tvrtku. Način na koji se tvrtke predstavljaju na internetu uvelike utječe na njihovu sposobnost privlačenja i zadržavanja kupaca, osvajanja tržišnog udjela i postizanja dugoročnog rasta. Digitalna revolucija omogućila je tvrtkama da se usredotoče na izgradnju personaliziranih odnosa sa svojim kupcima kako bi izgradili lojalnost marki i osigurali buduće poslovanje. Učinkovitim prihvaćanjem digitalnih marketinških strategija, tvrtke mogu stvoriti snažnu prisutnost svoje marke, uključiti se u svoju ciljanu publiku i na kraju postići uspjeh u dinamičnom digitalnom krajoliku koji se stalno širi. Kako se internet nastavlja razvijati, tvrtke moraju biti u tijeku s najnovijim trendovima i najboljim praksama kako bi ostale konkurentne i uspjele u digitalnom dobu. Marke Nike i Netflix lideri su na svojim respektivnim tržištima te su tako i dobar primjer uspješnih marketing strategija koje uvelike koriste digitalnu komunikaciju u svojim marketinškim aktivnostima kako bi postigli rezonancu s kupcima. Upotrebom različitih kanala poput društvenih mreža, web-sjedišta, mobilnih aplikacija, ove dvije marke uspješno komuniciraju sa svojim kupcima te ih marketingom sadržaja angažiraju. Iako imaju različite pristupe svojoj marketinškoj strategiji, uz neke nedostatke, obje marke su se stručno prilagodile svom digitalnom okruženju.
Abstract (english)
In the fast-paced world of the Internet, brand building has become more important than ever before for every business. How companies present themselves online greatly affects their ability to attract and retain customers, gain market share and achieve long-term growth. The digital revolution has enabled companies to focus on building personalized relationships with their customers in order to build brand loyalty and secure future business. By effectively embracing digital marketing strategies, businesses can create a strong brand presence, engage with their target audience, and ultimately succeed in the dynamic and ever-expanding digital space. As the Internet continues to evolve, businesses need to stay up-to-date on the latest trends and best practices to stay competitive and succeed in the digital age. The brands Nike and Netlix are leaders in their respective markets and are thus a good example of successful marketing strategies that make extensive use of digital communication in their marketing activities in order to achieve resonance with customers. Using different channels such as social networks, websites, mobile applications, these two brands successfully communicate with their customers and engage them with content marketing. Although they have different approaches to their marketing strategy, with some flaws, both brands have expertly adapted to their digital environment.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:347795
Study programmeTitle: Business Informatics
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/ bacaccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/ bacaccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-12-18 11:27:57