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undergraduate thesis
Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije
Dubrovnik: University of Dubrovnik, 2023. urn:nbn:hr:155:399795
Balija, Petra
University of Dubrovnik
Faculty of Economics and Business

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Balija, P. (2023). Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:399795

Balija, Petra. "Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije." Undergraduate thesis, University of Dubrovnik, 2023. https://urn.nsk.hr/urn:nbn:hr:155:399795

Balija, Petra. "Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije." Undergraduate thesis, University of Dubrovnik, 2023. https://urn.nsk.hr/urn:nbn:hr:155:399795

Balija, P. (2023). 'Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije', Undergraduate thesis, University of Dubrovnik, accessed 24 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:399795

Balija P. Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2023 [cited 2024 November 24] Available at: https://urn.nsk.hr/urn:nbn:hr:155:399795

P. Balija, "Mobilni marketing u funkciji formuliranja međunarodne marketininške strategije", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:155:399795

Metadata
TitleMobilni marketing u funkciji formuliranja međunarodne marketininške strategije
Title (english)Mobile Marketing in the Function of Formulating an International Marketing Strategy
AuthorPetra Balija
MentorMarija Martinović (mentor)
Committee memberMarija Bečić (predsjednik povjerenstva)
Committee memberKatija Vojvodić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2023-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Razvoj mobilne tehnologije posljednjih godina mijenja način na koji tvrtke komuniciraju sa svojom ciljnom publikom, nudeći efikasnije mogućnosti za personalizirane marketinške interakcije u stvarnom vremenu. Mobilni marketing je ključni aspekt suvremenih marketinških strategija. Ovaj rad naglašava važnost izrade dobro ciljanih kampanja koje poštuju korisničke preferencije i privatnost. Istražujući strategiju, karakteristike i instrumente, dolazimo do dubljeg razumijevanju načina na koji se tvrtke povezuju sa svojom publikom putem mobilnih uređaja. Slijedi analiza različitih instrumenata mobilnog marketinga, uključujući SMS marketing, mobilne aplikacije, marketing temeljen na lokaciji i web stranice prilagođene mobilnim uređajima. Utjecaj mobilnog oglašavanja na ponašanje potrošača ključni je aspekt ovog istraživanja. Na temelju toga provedeno je istraživanje o stavovima studenata vezano za korištenje mobilne tehnologije u marketingu. Ispituje se način na koji mobilno oglašavanje utječe na odluke o kupnji, percepcija o brandu i pouzdanost mobilnog oglašavanja. Razumijevanjem načina na koji potrošači stupaju u interakciju s mobilnim marketinškim sadržajem, tvrtke mogu prilagoditi svoje strategije kako bi se uskladile s očekivanjima korisnika, čime se poboljšava korisničko iskustvo i rezultati kampanje.
Abstract (english)
The development of mobile technology in recent years is changing the way companies communicate with their target audience, offering more efficient opportunities for personalized marketing interactions in real time. Mobile marketing is a key aspect of modern marketing strategies. This paper highlights the importance of creating well-targeted campaigns that respect user preferences and privacy. By exploring strategy, features, and tools, we gain a deeper understanding of how companies connect with their audiences through mobile devices. The following is an analysis of various mobile marketing tools, including SMS marketing, mobile apps, location-based marketing, and mobile-friendly websites. The impact of mobile advertising on consumer behavior is a key aspect of this research. Based on this, research was conducted on students' attitudes regarding the use of mobile technology in marketing. The way in which mobile advertising influences purchase decisions, brand perception and reliability of mobile advertising is examined. By understanding how consumers interact with mobile marketing content, companies can adjust their strategies to align with user expectations, improving customer experience and campaign results.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:399795
Study programmeTitle: Business Economy; specializations in: Tourism, Marketing, International trade, IT management
Course: Marketing
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-10-06 08:51:42