Zastupljenost digitalnih medija u marketinškoj komunikaciji malih i srednje velikih poduzeća RH

master's thesis

• Title (english): Representation of digital media in marketing communication of SME in Republic of Croatia
• Author: Josipa Čalić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Ružica Brečić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2015-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Komunikacija je sastavni dio života. Kako bi poduzeća prodali i komunicirali svoje proizvode i usluge, razvijena je marketinška komunikacija. Razvojem tehnologije i korištenjem novih marketinških taktika razvija se digitalni marketing te u novijem vremenu on postaje popularan i nekim poduzećima jedini oblik marketinške komunikacije. Poduzeća izabiru ovaj oblik upravo zbog niskih troškova a najveće ograničenje su nedovoljna znanja zaposlenih.
Korištenjem online anketnog upitnika istražena je zastupljenost digitalnih medija u marketinškoj komunikaciji malih i srednje velikih poduzeća Republike Hrvatske. Istim se saznalo i koje platforme oglašavanja koriste istražena poduzeća te koje su društvene mreže najzastupljenije u interaktivnoj komunikaciji malih i srednje velikih poduzeća sa potrošačima.

Abstract (english)

Communication is the substanial part of life. Marketng communicaton was developed to help companies communicate and sell their products. Digital marketing is developing due to new tehnologies and the use of new marketing tactics. In recent times, digital marketing is becoming very popular and for some companies only way of marketing communication. Because of the low cost companies are choosing this type of communicatio but the big disadvantage is lack of knowledge of employees.
Representation of digital media in digital communication of small and middle-sized businesses in Republic of Croatia was explored by using the online questionnaire. It became known which of the platforms are used for advertising and which of the social networks are the most common in the communication of small and middle-sized businesses

• Keywords: marketinška komunikacija; digitalni marketing; mala poduzeća; srednja poduzeća; platforme oglašavanja; društvene mreže; online anketni upitnik
• Keywords (english): marketing communicaton; digital marketing; small and middle-sized businesses; advertising platforms; social networks; online questionnaire
• Language: croatian
• URN:NBN: urn:nbn:hr:148:709810
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2016-10-07 09:54:57