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master's thesis
Internetski marketing malih privatnih iznajmljivača
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2019. urn:nbn:hr:145:972545
Raljević, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Marketing

Institutional repository: EFOS REPOSITORY

Cite this document

Raljević, I. (2019). Internetski marketing malih privatnih iznajmljivača (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:972545

Raljević, Ivan. "Internetski marketing malih privatnih iznajmljivača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:972545

Raljević, Ivan. "Internetski marketing malih privatnih iznajmljivača." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:972545

Raljević, I. (2019). 'Internetski marketing malih privatnih iznajmljivača', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 24 August 2024, https://urn.nsk.hr/urn:nbn:hr:145:972545

Raljević I. Internetski marketing malih privatnih iznajmljivača [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 August 24] Available at: https://urn.nsk.hr/urn:nbn:hr:145:972545

I. Raljević, "Internetski marketing malih privatnih iznajmljivača", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:972545

Metadata
TitleInternetski marketing malih privatnih iznajmljivača
Title (english)Internet marketing of small private renters
AuthorIvan Raljević
MentorIvan Kelić (mentor)
Committee memberIvan Kelić (predsjednik povjerenstva)
Committee memberAntun Biloš (član povjerenstva)
Committee memberDomagoj Karačić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Marketing)
Osijek
Defense date and country2019-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu analizira se internetski marketing malih privatnih iznajmljivača. Marketing takvih subjekta odvija se na specifičan način, ponajviše zbog ograničenosti resursa, kako ljudskih tako i materijalnih. Ipak, malim privatnim iznajmljivačima na raspolaganju su različiti oblici internetskog marketinga, a kroz rad se utvrdilo da su najznačajniji: marketing putem web stranice i ključnih riječi, plaćeno uvrštavanje u tražilice, e-mail marketing, marketing na društvenim medijima te marketing putem internetskih oglašivača smještaja. Svaka od tih vrsta posjeduje svoje prednosti i nedostatke. Neki oblici internetskog marketinga besplatni su, dok se neki plaćaju. Ipak, ti su troškovi daleko manji negoli kod klasičnog tradicionalnog marketinga. Neovisno o kojem je obliku marketinga riječ, mali privatni iznajmljivači posebnu pažnju trebaju obratiti na nekoliko stvari. Sve informacije trebaju biti provjerene i točne. Web stranicu i profile na društvenim mrežama potrebno je pravovremeno ažurirati. Marketinška komunikacija treba se odvijati prema određenim pravilima po pitanju učestalosti objava, načina komunikacije, pa i samog sadržaja. S obzirom na veliku konkurenciju, nije lako zaokupiti pažnju korisnika interneta, no u tome uvelike pomažu kvalitetne fotografije i video sadržaji. Konačno, potrebno je pripaziti i na overbooking, odnosno na prekoračenu popunjenost smještajnog kapaciteta. U rukama osobe koja zna što čini, internetski marketing jedno je od najmoćnijih sredstava kojim mali privatni iznajmljivači mogu postići konkurentsku prednost.
Abstract (english)
This paper analyzes the internet marketing of small private renters. Marketing of such subjects takes place in a specific way, mainly because of the limited resources, both human and material. However, small private renters have various forms of Internet marketing available, and through this paper, it is determined that the most significant are: marketing through websites and keywords, paid inclusion in search engines, email marketing, social media marketing, marketing throughout internet advertisers accommodation. Each of these types has its advantages and disadvantages. Some forms of internet marketing are free, while some needs to be paid. However, these costs are far lower than in traditional marketing. Regardless of the form of marketing, small private renters should pay particular attention to a few things. All information should be verified and accurate. Web page and social networking profiles need to be updated timely. Marketing communication should take place according to certain rules regarding the frequency of publication, the means of communication and the content. Given the great competition, it is not easy to attract the attention of Internet users, but quality photos and video content can help a lot. Last but not least, overbooking or excess capacity of accommodation, should be taken into account. In the hands of a competent person, online marketing is one of the most powerful tools which enable small private renters achieve a competitive advantage.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:972545
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-10-22 17:17:10