prikaz prve stranice dokumenta Strategija personaliziranog marketinga u unapređenju prodaje
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undergraduate thesis
Strategija personaliziranog marketinga u unapređenju prodaje
Stručni završni rad
Zaprešić: The University of Applied Sciences Baltazar Zaprešić, 2023. urn:nbn:hr:129:127680
Bošnjak, Ivica
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

Bošnjak, I. (2023). Strategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:127680

Bošnjak, Ivica. "Strategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2023. https://urn.nsk.hr/urn:nbn:hr:129:127680

Bošnjak, Ivica. "Strategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2023. https://urn.nsk.hr/urn:nbn:hr:129:127680

Bošnjak, I. (2023). 'Strategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 02 June 2024, https://urn.nsk.hr/urn:nbn:hr:129:127680

Bošnjak I. Strategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2023 [cited 2024 June 02] Available at: https://urn.nsk.hr/urn:nbn:hr:129:127680

I. Bošnjak, "Strategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:129:127680

Metadata
TitleStrategija personaliziranog marketinga u unapređenju prodaje : Stručni završni rad
Title (english)Personalized marketing strategy in sales promotion
AuthorIvica Bošnjak
MentorIvana Lacković (mentor)
Committee memberIvan Ružić (predsjednik povjerenstva)
Committee memberNikolina Pavičić Rešetar (član povjerenstva)
GranterThe University of Applied Sciences Baltazar Zaprešić
(Chair of Economics, Management and Marketing)
Zaprešić
Defense date and country2023-11-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Završni rad istražuje ulogu personaliziranog marketinga u suvremenom poslovnom okruženju te analizira stavove potrošača prema personalizaciji i njezinom utjecaju na njihovo iskustvo. U današnjem dobu, potrošači sve više teže proizvodima koji odražavaju njihovu individualnost, potičući trgovce da usvoje personalizaciju kao strategiju za zadovoljenje individualnih potreba. Personalizacija se temelji na uvidima iz osobnih podataka i ponašanja kupaca, a informacije se prikupljaju kroz različite metode, uključujući recenzije, podatke o kupnji i interakcije na društvenim mrežama. Također, rad istražuje niz strategija i alata koji se koriste u personaliziranom marketingu, kao što su prilagođeno oglašavanje, individualizirane odredišne stranice, preporuke proizvoda i druge. Za potrebe rada je provedeno i anketno istraživanje. Rezultati ankete pokazuju visoku podršku personalizaciji i različite stavove prema privatnosti podataka. Iako postoji zabrinutost oko korištenja osobnih podataka, većina potrošača je voljna dijeliti te podatke radi personaliziranih ponuda. Istraživanje naglašava pozitivan utjecaj personalizacije na online kupovinu i povjerenje potrošača u tvrtke koje je primjenjuju. Također, potrošači imaju visoka očekivanja od personalizacije u poboljšanju iskustva i lojalnosti prema marki, ističući njenu važnost u današnjem poslovnom okruženju.
Abstract (english)
The paper examines the role of personalized marketing in the modern business environment and analyzes consumer attitudes towards personalization and its impact on their experience. In today's age, consumers increasingly seek products that reflect their individuality, prompting marketers to adopt personalization as a strategy to meet individual needs. Personalization is based on insights from personal data and customer behavior, and information is collected through a variety of methods, including reviews, purchase data, and social media interactions. Also, the paper explores a number of strategies and tools used in personalized marketing, such as customized advertising, individualized landing pages, product recommendations, and others. For the purpose of the paper, a survey was also conducted. The survey results show high support for personalization and different attitudes towards data privacy. Although there are concerns about the use of personal information, most consumers are willing to share this information for personalized offers. The research highlights the positive impact of personalization on online shopping and consumer trust in companies that apply it. Also, consumers have high expectations for personalization in improving the experience and brand loyalty, highlighting its importance in today's business environment.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:129:127680
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 on2024-03-19 12:59:58