prikaz prve stranice dokumenta Novi obrasci marketinške prakse u kontekstu digitalnog društva
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master's thesis
Novi obrasci marketinške prakse u kontekstu digitalnog društva
Zagreb: Catholic University of Croatia, 2020. urn:nbn:hr:224:966892
Bilić, Matea
Catholic University of Croatia
Department of Sociology

Institutional repository: Digital Repository of the Catholic University of Croatia

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Bilić, M. (2020). Novi obrasci marketinške prakse u kontekstu digitalnog društva (Master's thesis). Zagreb: Catholic University of Croatia. Retrieved from https://urn.nsk.hr/urn:nbn:hr:224:966892

Bilić, Matea. "Novi obrasci marketinške prakse u kontekstu digitalnog društva." Master's thesis, Catholic University of Croatia, 2020. https://urn.nsk.hr/urn:nbn:hr:224:966892

Bilić, Matea. "Novi obrasci marketinške prakse u kontekstu digitalnog društva." Master's thesis, Catholic University of Croatia, 2020. https://urn.nsk.hr/urn:nbn:hr:224:966892

Bilić, M. (2020). 'Novi obrasci marketinške prakse u kontekstu digitalnog društva', Master's thesis, Catholic University of Croatia, accessed 14 November 2024, https://urn.nsk.hr/urn:nbn:hr:224:966892

Bilić M. Novi obrasci marketinške prakse u kontekstu digitalnog društva [Master's thesis]. Zagreb: Catholic University of Croatia; 2020 [cited 2024 November 14] Available at: https://urn.nsk.hr/urn:nbn:hr:224:966892

M. Bilić, "Novi obrasci marketinške prakse u kontekstu digitalnog društva", Master's thesis, Catholic University of Croatia, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:224:966892

Metadata
TitleNovi obrasci marketinške prakse u kontekstu digitalnog društva
Title (english)New patterns of marketing practice in the context of digital society
AuthorMatea Bilić
MentorIvan Balabanić (mentor)
MentorLucija Mihaljević (komentor)
Committee memberFilip Galović (predsjednik povjerenstva)
Committee memberLucija Mihaljević (član povjerenstva)
Committee memberMiriam Mary Brgles (član povjerenstva)
GranterCatholic University of Croatia
(Department of Sociology)
Zagreb
Defense date and country2020-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Abstract
Tehnološki napredak unio je velike promjene u cjelokupnu društvenu strukturu pa samim time i u poslovnu sferu. Digitalizacijom se postigla nova razina kvalitete u marketinškoj praksi, ali javljaju se istovremeno i novi izazovi stavljeni pred marketinške stručnjake u novom, digitalnom društvu. Ovaj rad temelji se na kvalitativnom istraživanju, točnije na informacijama iz intervjua provedenih s marketinškim stručnjacima, ali i na sekundarnim podatcima iz različitih znanstvenih izvora. Na temelju podataka iz intervjua prikazane su neke karakteristike marketinških praksi koje su značajne za novo, digitalno doba, a rad uključuje i paralelu povučenu s tradicionalnim marketingom. Temeljna ideja rada uočavanje je promjena u marketinškoj praksi nastalih pod utjecajem globalizacijskih procesa i novih društvenih okolnosti. Također, rad je sagledao potrošačko društvo iz perspektive onih koji ga svojim aktivnostima djelomično kreiraju, a ne iz perspektive potrošača kao što to obično biva, što daje novu dimenziju i zanimljivost u pristupu.
Abstract (english)
Technological advances have introduced great changes in the entire social structure as well as in the business sphere. Digitization has led to a new level of quality in marketing practices, while at the same time bringing about new challenges for marketing experts in the new, digital society. This paper is based on qualitative research, specifically on information gathered from interviews conducted with marketing experts in addition to secondary data from various scientific sources. Based on the collected data from the interview, certain characteristics of marketing practices, significant for the new, digital age, are presented, and the paper also draws a parallel with traditional marketing. The main aim of the paper is the observation of changes in marketing practices that have occurred under the influence of globalization processes and new social circumstances. Furthermore, the paper observes the consumer society from the perspective of those who partially create it through their actions, and not from the perspective of consumers, as is usually the case, which adds a new dimension and interest to the approach.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:224:966892
Study programmeTitle: Department of Sociology
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-10-13 09:45:16