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master's thesis
Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika
Zagreb: University of Zagreb, Faculty of Transport and Traffic Sciences, 2018. urn:nbn:hr:119:142582
Dubravac, Vedran
University of Zagreb
Faculty of Transport and Traffic Sciences
Independent chairs
Chair of Transport Law and economics

Institutional repository: Faculty of Transport and Traffic Sciences

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Dubravac, V. (2018). Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika (Master's thesis). Zagreb: University of Zagreb, Faculty of Transport and Traffic Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:119:142582

Dubravac, Vedran. "Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika." Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:119:142582

Dubravac, Vedran. "Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika." Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:119:142582

Dubravac, V. (2018). 'Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika', Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, accessed 10 June 2024, https://urn.nsk.hr/urn:nbn:hr:119:142582

Dubravac V. Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika [Master's thesis]. Zagreb: University of Zagreb, Faculty of Transport and Traffic Sciences; 2018 [cited 2024 June 10] Available at: https://urn.nsk.hr/urn:nbn:hr:119:142582

V. Dubravac, "Utjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika", Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:119:142582

Metadata
TitleUtjecaj marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika
Title (english)Influence of Marketing Activities on Selection of Telecommunication Operator by End Users
AuthorVedran Dubravac
MentorMarinko Jurčević (mentor)
Committee memberDragan Peraković (predsjednik povjerenstva)
Committee memberIvan Forenbacher (član povjerenstva)
Committee memberMarko Periša (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Transport and Traffic Sciences
(Independent chairs)
(Chair of Transport Law and economics)
Zagreb
Defense date and country2018-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Traffic and Transport Technology
Postal and Telecommunications Traffic
Abstract
Tržište telekomunikacija bilježi izuzetan napredak i jedno je od .najvećih i najbrže rastućih grana gospodarstva u Republici Hrvatskoj u posljednjih desetak godina. Veliku ulogu u pristupu krajnjim korisnicima ima marketing operatora, kojem cilj djelovati na krajnje korisnike i potaknuti. ih na kupnju ili odabir određenih usluga i proizvoda. U cilju što boljeg shvaćanja marketinga usluga i njegove primjene formuliran je koncept marketinškog miksa usluga koji podrazumijeva odgovarajuću kombinaciju instrumenata marketinga. Zbog specifičnosti usluga u koncept marketinškog miksa usluga se, osim četiri glavne komponente: proizvod, cijena, distribucija i promocija dodaju i dodatni elementi kao što su ljudi, procesi i fizičko okruženje, što ujedno proširuje standardni 4P model na model 7P. U svrhu provjere utjecaja marketinških aktivnosti na odabir telekomunikacijskog operatora kod krajnjih korisnika u pokretnoj mreži u Republici Hrvatskoj, provedeno je anketno istraživanje. Dobiveni rezultati daju informaciju koje marketinške aktivnosti najviše utječu na odabir krajnjih korisnika te te koji od specifičnih elemenata marketinškog .miksa, prema subjektivnoj procjeni korisnika, ima dodatni utjecaj na izbor teleoperatora, odnosno zadovoljenje njihovih želja potreba. Također, rezultati nude smjernice za daljnji razvoj marketinške aktivnosti telekomunikacijskih operatora.
Abstract (english)
The telecommunications market has made remarkable progress and is. one of the largest and fastest growing branches of the Croatian economy in the last ten years. A major i role in access to end-users has a marketing operator whose goal. is to act upon end users and encourage them to purchase or select certain services and products. In order to better understand the. marketing of services and their applications, the concept of a marketing mix of services, which implies an appropriate combination of marketing instruments, is formulated. Due to the specificity of services in the concept of marketing mix services, besides the four main components:. product, price; distribution and promotion, additional elements such as people, processes and physical environment are added, which also extends the standard 4P model to the 7P model. A survey was conducted to. check the impact of marketing activities on the selection of telecommunications operator for mobile end users in Croatia, The results obtained will point the most important marketing activities of a particular telecommunications operator towards users, and information wich specific elements of the marketing mix, according to the subjective assessment of the user, has an additional influence on the. choice. of the telecom operator, aswell as meeting their wishes and needs. The obtained data offer guidelines for further development of telecommunications operators' marketing activities.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:119:142582
Study programmeTitle: Traffic and Transport; specializations in: Road Traffic and Transport, Railway Traffic and Transport, Water Traffic and Transport, Air Traffic and Transport, Postal Traffic, Information and Communication Traffic, Urban Traffic and Transport
Course: Information and Communication Traffic
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra inženjer/inženjerka prometa (magistar/magistra inženjer/inženjerka prometa)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-01-10 17:58:27