Digitalna transformacija marketinga i prodaje u poduzetništvu

master's thesis

• Title (english): Digital transformation of marketing and sales in entrepreneurship
• Author: Lucija Horvat
• Mentor: Ivan Strugar (mentor)
• Committee member: Ivan Strugar (predsjednik povjerenstva)
• Committee member: Mladen Turuk (član povjerenstva)
• Committee member: Božidar Jaković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2022-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Economics of Entrepreneurship

Abstract

Digitalne tehnologije donose mogućnost uvođenja novih procesa i automatizaciju postojećih procesa te su postale neizbježne i neophodne za gotovo sve djelatnosti. Digitalno doba donijelo je brojne promjene i brojne mogućnosti u marketingu i prodaji, ali i u načinu života. Sve više ljudi koriti Internet i ima profile na društvenim platformama. Internet i društvene platforme učestalije služe za informiranje o raznim brandovima i njihovim proizvodima ali i za kupnju istih. Digitalna transformacija omogućila je poduzećima lakše povezivanje s potrošačima pogotovo malim poduzetnicima koji imaju ograničene resurse. U svrhu ovog rada provedena su dva istraživanja. Metodama analize, deskripcije i intervjua istraženo je u kojoj mjeri poduzeće Beiersdorf koristi digitalne kanale za marketinško oglašavanje, proučeno je nekoliko primjera marketinških kampanji. Dokumentirani su i rezultati koje su generirale marketinške kampanje koji nam pokazuju koliko je precizno moguće mjeriti digitalne kampanje. Osim marketinga promatrale su se i prodajne aktivnosti poduzeća na Internetu. Metodom anketiranja obuhvaćen je uzorak od 172 ispitanika, ispitani su stavovi o digitalnom oglašavanju i Internet trgovini. Istraživanje uspoređuje digitalne i tradicionalne kanale oglašavanja, istražuju se stavovi ispitanika o digitalnom oglašavanju i Internet trgovini.

Abstract (english)

Digital technologies bring the possibility of introducing new processes and automating existing processes, it has become inevitable and necessary for almost all activities. The digital age has brought many changes and many opportunities in marketing and sales but also in lifestyle, more and more people are using the Internet and have profiles on social platforms. The Internet and social platforms are increasingly used to inform about various brands and their products. The digital transformation has made it easier for businesses to connect with consumers, especially small businesses with limited resources. For the purpose of this graduate thesis, two studies were conducted. Analyzes, descriptions and interviews were used to investigate the extent to which Beiersdorf uses digital channels for marketing advertising, and several examples of marketing campaigns were studied. The results generated by marketing campaigns are also studied, this shows us how accurately is possible to measure digital campaigns. In addition to marketing, the company's sales activities on the Internet were also observed. The survey method included a sample of 172 respondents, surveyed attitudes about digital advertising and Internet commerce. The research compares digital and traditional advertising channels, and examines respondents' attitudes about digital advertising and e-commerce.

• Keywords: poduzetništvo; digitalna transformacija; digitalni marketing; prodaja
• Keywords (english): entrepreneurship; digital transformation; digital marketing; sales
• Language: croatian
• URN:NBN: urn:nbn:hr:148:626312
• Study programme: Title: Economics of Entrepreneurship; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/ specijalistica ekonomije (stručni/a specijalist/ specijalistica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-27 15:21:47