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master's thesis
Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji
Koprivnica: University North, 2022. urn:nbn:hr:122:389684
Milaković, Monika
University North
University centre Varaždin
Department of Business Economics

Institutional repository: University North Digital Repository

Cite this document

Milaković, M. (2022). Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:389684

Milaković, Monika. "Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:389684

Milaković, Monika. "Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:389684

Milaković, M. (2022). 'Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji', Master's thesis, University North, accessed 23 November 2024, https://urn.nsk.hr/urn:nbn:hr:122:389684

Milaković M. Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji [Master's thesis]. Koprivnica: University North; 2022 [cited 2024 November 23] Available at: https://urn.nsk.hr/urn:nbn:hr:122:389684

M. Milaković, "Digitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji", Master's thesis, University North, Koprivnica, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:122:389684

Metadata
TitleDigitalni marketinški sadržaj u izgradnji odnosa s potrošačima u prehrambenoj industriji
Title (english)Digital content marketing in building consumer relationships in the food industry
AuthorMonika Milaković
MentorDijana Vuković (mentor)
Committee memberDijana Vuković (predsjednik povjerenstva)
Committee memberAnica Hunjet (član povjerenstva)
Committee memberDamira Keček (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2022-07-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketinške aktivnosti poduzeća su dugi niz godina bile usmjerene na sam proizvod i ostvarivanje profita što je dobro funkcioniralo dok nije postojala velika konkurencija na tržištu. Razvojem modernog doba i digitalnog marketinga, kao i naglim porastom konkurencije, ujedno se razvila i potreba za drugačijim pristupom prehrambenih industrija prema samim potrošačima. Danas marketinške aktivnosti nisu uspješne ukoliko poduzeće nema dobru komunikaciju sa svojim potrošačima. Glavnu ulogu u toj komunikaciju ima marketing sadržaj koji je ujedno i glavni pokretač same komunikacije te glavni izvor potrebnih informacija o samom proizvodu poduzeća. Na taj se način pokušava probuditi zainteresiranost i potreba potrošača za njihovim proizvodom, a ujedno i osjećaj potrošača da je poduzeću važno njegovo mišljenje te njegove želje i potrebe. Zbog toga se sve više istražuje marketing sadržaj te njegova uloga u komunikaciji poduzeća s potrošačima.
Abstract (english)
For many years, the company's marketing activities were focused on the product itself and on making a profit, which worked well until there was a lot of competition on the market. With the development of the modern age and digital marketing, as well as the sudden increase in competition, the need for a different approach of the food industry towards consumers has also developed. Today, marketing activities are not successful if the company does not have good communication with its consumers. The main role in this communication is played by marketing content, which is also the main driver of the communication itself and the main source of necessary information about the company's product. In this way, their attempt is to stimulate the interest and need of the consumer for their product, and at the same time to show to the consumer that his opinion and his wishes and needs are important to the company. For this reason, marketing content and its role in communication between companies and consumers are even more and more researched.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:389684
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-02-10 12:44:59