| Abstract | Kako bi dentalna trgovačka društva koja nisu u pograničnom području privukla inozemne zdravstvene turiste, neophodno je ulaganje u marketing. Uspjeh poduzeća uvelike ovisi o marketingu jer ima ključnu ulogu u razvoju usluga i povećanju svog značaja na tržištu. Marketinški stručnjaci se danas fokusiraju na privlačenje potrošača kroz razvoj svijesti o ponudi proizvoda i usluga, omogućujući tako potencijalnim kupcima da saznaju za njih. Osim za širenje znanja o postojanju samog brenda, marketing će se pokazati kao bitan i za zadržavanje već postojećih korisnika. Razvojem tehnologije poduzetnici su primorani promijeniti stare navike oglašavanja i uložiti više truda i sredstava u ciljano oglašavanje koje je temelj internet marketinga. internet marketing obuhvaća sve aktivnosti marketinga koje se provode putem elektroničkih uređaja ili interneta. Osnovni kanali internet marketinga obuhvaćaju tražilice, društvene mreže, e-mail i web stranice. Dentalni turizam privlači strane korisnike usluga što ujedno znači da je njima potrebno predstaviti jednostavan i brz način da dođu do svih potrebnih informacija na jednom mjestu. Današnji je prosječni potrošač u potpunosti internetski pismen, i sve više svoje slobodno vrijeme provodi na društvenim mrežama i na internetu u globalu. Tako će i sredstvo reklamiranja prirodno pratiti nove navike potrošača. Svjetski trendovi stavljaju sve veći naglasak na internet marketing neovisno o kojim se proizvodima i uslugama radi. Tako će u ovom radu biti izložena važnost internet marketinga u novo doba, ali će i kroz provedeno istraživanje utvrditi značaj internet marketinga za dolazak inozemnih zdravstvenih turista, opravdanost ulaganja u internet marketing dentalnih trgovačkih društava koja nisu u pograničnom području, ali i ukazati na to kasne li svjetski trendovi u internet oglašavanju u Republici Hrvatskoj s obzirom na globalnu povezanost koju internet pruža. |
| Abstract (english) | In order for dental trade companies that are not in the border area to attract foreign health tourists, investment in marketing is necessary. The success of the company largely depends on marketing, because it plays a key role in the development of services and increasing its significance on the market. Marketers today focus on attracting consumers by developing awareness of product and service offerings, thereby enabling potential customers to learn about them. In addition to spreading knowledge about the existence of the brand itself, marketing will also prove to be important for retaining existing users. With the development of technology, entrepreneurs are forced to change their old advertising habits and invest more effort and resources in targeted advertising, which is the basis of internet marketing. Internet marketing includes all marketing activities that are carried out via electronic devices or the internet. The basic channels of internet marketing include search engines, social networks, e-mail and websites. Dental tourism attracts foreign service users, which also means that they need to be presented with a simple and quick way to get all the necessary information in one place. Today's average consumer is completely internet literate, and spends more and more of his free time on social networks and on the internet globally. Thus, the means of advertising will naturally follow the new habits of consumers. World trends place increasing emphasis on internet marketing, regardless of the products and services involved. Thus, in this paper, the importance of internet marketing in the new era will be exposed, but also through the conducted research it will determine the importance of internet marketing for the arrival of foreign health tourists, the justification of investing in internet marketing of dental companies that are not in the border area, but also point out that late or global trends in internet advertising in the Republic of Croatia with regard to the global connectivity that the internet provides. |
