prikaz prve stranice dokumenta Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca
Access restricted to authenticated users
master's thesis
Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca
Zagreb: University of Zagreb, Faculty of Economics and Business, 2020. urn:nbn:hr:148:312185
Tešanović, Iva
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Tešanović, I. (2020). Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:312185

Tešanović, Iva. "Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:312185

Tešanović, Iva. "Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2020. https://urn.nsk.hr/urn:nbn:hr:148:312185

Tešanović, I. (2020). 'Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 12 January 2025, https://urn.nsk.hr/urn:nbn:hr:148:312185

Tešanović I. Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2020 [cited 2025 January 12] Available at: https://urn.nsk.hr/urn:nbn:hr:148:312185

I. Tešanović, "Mogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:148:312185

Metadata
TitleMogućnosti i značenje inbound marketinga u stjecanju i zadržavanju kupaca
AuthorIva Tešanović
MentorMarija Tomašević-Lišanin (mentor)
MBZ: 189864
Committee memberMiroslav Mandić (predsjednik povjerenstva)
Committee memberMorana Fudurić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2020-09-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Na suvremenom i dinamičnom tržištu poduzeća se danas bore za naklonost svakog kupca. Kupci su danas izuzetno informirani i dolaze do informacija brže nego ikada i to u realnom vremenu. Upravo zato, ključ za uspjeh poduzeća je kreiranje sadržaja koji udovoljava željama kupaca. Dolazni marketing u suvremenom je poslovanju postao benchmark unutar marketinške strategije poduzeća i teško je zamisliti da postoje i opstaju poduzeća koja nemaju ili ne razvijaju svoj dolazni marketing. Dubinskim intervjuima dobivene su tri različite perspektive uporabe dolaznog marketinga u sektorima ugostiteljstva, IT-a i uslužnom sektoru, konkretno poslovnim edukacijama i konzaltingom. Svaki od donositelja odluka u svom sektoru na različit način koristi alate i tehnike dolaznog marketinga, ali zajedničko je svima da dolazni marketing pospješuje poslovne rezultate poduzeća u svakom sektoru, bez obzira na intenzitet kojim se ta vrsta marketinga koristi. Potrebno je podići svijest i educirati postojeće poduzetnike i donositelje odluka o mogućnostima dolaznog marketinga, kako bi se podigla kompetitivnost, ali i razina tržišta.
Abstract (english)
In a modern and dynamic market, companies are fighting for the favor of every customer. Customers today are extremely informed and can get information faster than ever and in real time. That is why the key to a company's success is to create a content that meets the wishes of customers. Inbound marketing in modern business has become a benchmark within a company’s marketing strategy, and it’s hard to imagine that there are companies that don’t have or don’t develop their own inbound marketing. In this thesis, in-depth interviews were conducted which provided three different perspectives on the use of inbound marketing, the hospitality, IT and education and consultancy within service sector. Each of the decision makers in their sector uses inbound marketing tools and techniques differently, but the general conclusion is that inbound marketing enhances the business results of companies in each sector, regardless of the intensity with which that type of marketing is used. It is necessary to raise awareness and educate existing entrepreneurs and decision makers about the possibilities of inbound marketing in order to raise competitiveness, but also the level of the market.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:312185
Study programmeTitle: Economics
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 authenticated users
Terms of useLicence In copyright icon
Created on2020-09-16 07:22:05