prikaz prve stranice dokumenta Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača
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undergraduate thesis
Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača
Stručni završni rad
Zaprešić: The University of Applied Sciences Baltazar Zaprešić, 2020. urn:nbn:hr:129:269132
Mihaljević, Marija
The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

Institutional repository: Digital Repository of the University of Applied Sciences Baltazar Zaprešić

Cite this document

Mihaljević, M. (2020). Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:269132

Mihaljević, Marija. "Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:269132

Mihaljević, Marija. "Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:269132

Mihaljević, M. (2020). 'Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 26 November 2024, https://urn.nsk.hr/urn:nbn:hr:129:269132

Mihaljević M. Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2020 [cited 2024 November 26] Available at: https://urn.nsk.hr/urn:nbn:hr:129:269132

M. Mihaljević, "Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:129:269132

Metadata
TitleUtjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad
Title (english)The impact of email marketing communication on consumer behaviour
AuthorMarija Mihaljević
MentorIvan Ružić (mentor)
Committee memberAntal Balog (predsjednik povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2020-10-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Poslovni subjekti postali su svjesni da personalizirane marketinške poruke po svojoj učinkovitosti premašuju tradicionalne masovne medije te su s time u vidu počeli kreirati nove, personaliziranije strategije marketinškog komuniciranja. Iz tog razloga oglašavanje putem komunikacijskog kanala elektroničke pošte (e-pošte) postao je popularan alat izravnog marketinga kojemu je cilj prenošenje relevantnih marketinških informacija i poruka do ciljanje skupine potrošača sa svrhom pozicioniranja marke u svijesti kupaca. Brojne su prednosti oglašavanja e-poštom navedene u radu, a odnose se na personaliziran sadržaj namjenjen potrošaču, niske troškove izrade i distribucije poruka, redovno i legitimno oglašavanje proizvoda i usluga slanjem specijaliziranih ponuda i posebnih promocija, te mnoge druge. Svrha rada je bolje razumijevanje marketinškog komuniciranja e-poštom, utjecaj iste na ponašanje potrošača te definiranje osnovnih pojmova koji su od značaja za ovu temu rada. Struktura rada podijeljena je na pet poglavlja koja obuhvaćaju definiranje pojmova marketinga, marketinških stručnjaka i kupaca, provođenje marketinga te marketinškog spleta. Definirani su pojmovi, značenja i funkcije komunikacije, marketinške komunikacije i integrirane marketinške komunikacije te funkcije, prednosti i ostale karakteristike marketinške komunikacije e-poštom sa primjerima.
Abstract (english)
Businesses have become aware that personalized marketing messages are more effective than traditional mass media, and thus have begun creating new, more personalized marketing communication strategies. Due to this, advertising through an electronic mail communication channel (e-mail) has become a popular direct marketing tool aimed at conveying relevant marketing information and messages to a targeted group of consumers with the purpose of positioning the brand in the minds of customers. Numerous advantages of e-mail advertising mentioned in this paper are that they relate to personalized content intended for consumers, low costs of creating and distributing messages, regular and legitimate advertising of products and services by sending specialized offers and special promotions, and many others, are mentioned in this paper. The purpose of this paper is better understanding of marketing communication via e-mail, its impact on consumer behaviour and to define the basic concepts that are relevant to this topic. The structure of this paper is divided into five chapters that include defining the terms of marketing, marketing experts and customers, marketing implementation and marketing mix. There are definitions of concepts, meanings and functions of communication, marketing communication and integrated marketing communication, as well as functions, advantages and other characteristics of marketing communication via e-mail with examples.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:269132
Study programmeTitle: Business Administration, Undergraduate Professional Study
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-05 14:13:10