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master's thesis
Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža
Zagreb: University of Zagreb, Faculty of Transport and Traffic Sciences, 2019. urn:nbn:hr:119:954582
Selak, Krešimir
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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Selak, K. (2019). Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža (Master's thesis). Zagreb: University of Zagreb, Faculty of Transport and Traffic Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:119:954582

Selak, Krešimir. "Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža." Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:119:954582

Selak, Krešimir. "Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža." Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, 2019. https://urn.nsk.hr/urn:nbn:hr:119:954582

Selak, K. (2019). 'Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža', Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, accessed 23 July 2024, https://urn.nsk.hr/urn:nbn:hr:119:954582

Selak K. Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža [Master's thesis]. Zagreb: University of Zagreb, Faculty of Transport and Traffic Sciences; 2019 [cited 2024 July 23] Available at: https://urn.nsk.hr/urn:nbn:hr:119:954582

K. Selak, "Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža", Master's thesis, University of Zagreb, Faculty of Transport and Traffic Sciences, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:119:954582

Metadata
TitlePrimjena marketinga kod operatora pokretnih telekomunikacijskih mreža
Title (english)Application of Marketing in Mobile Network Telecommunications Operators
AuthorKrešimir Selak
MentorMarinko Jurčević (mentor)
Committee memberDragan Peraković (predsjednik povjerenstva)
Committee memberSiniša Husnjak (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 country2019-09-25, Croatia
Scientific / art field,
discipline and subdiscipline		TECHNICAL SCIENCES
Traffic and Transport Technology
Postal and Telecommunications Traffic
Abstract
Trţište pokretnih telekomunikacijskih mreţa se stalno mijenja zbog promjena u tehnologiji prijenosa podataka, mobilnim terminalnim ureĎajima i cijenama, što dovodi do promjena očekivanja koje korisnik ima od operatora. Kroz rad prolazi se kroz telekomunikacijsko trţište, opisuje se kako telekomunikacijski operatori mogu segmentacijom korisnika i korištenjem podataka o klijentima iz CRM-a dobiti odreĎene spoznaje, koje u kombinaciji sa znanjem o ponašanju potrošača daju temelj marketinškoj kampanji koja doseţe svoj maksimum kada se prenosi jedinstvena poruka kroz integriranu marketinšku komunikaciju. U svrhu provjere marketinških aktivnosti napravljena je analiza reklamnih spotova i reklama na reklamnim panelima za tri najveća telekomunikacijska operatora na teritoriju Republike Hrvatske.
Abstract (english)
The mobile telecommunications market is constantly changing due to changes in data technology, mobile terminal devices and pricing, leading to changes in customer expectations. Thesis goes through the telecommunications market, describing how telecommunication operators can gain some insights by segmenting users and using customer data from CRM, which, combined with consumer behavior knowledge, provides the foundation for a marketing campaign that reaches its maximum when delivering a unique message through integrated marketing communication. For the purpose of checking marketing activities, an analysis of advertising spots and advertisements on advertising panels for the three largest telecommunication operators in the territory of the Republic of Croatia was made.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:119:954582
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 on2019-11-07 11:16:26