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master's thesis
Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija
Zadar: University of Zadar, 2019. urn:nbn:hr:162:108566
Nimac, Petra
University of Zadar
Department of Economics

Institutional repository: University of Zadar Institutional Repository

Cite this document

Nimac, P. (2019). Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:108566

Nimac, Petra. "Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija." Master's thesis, University of Zadar, 2019. https://urn.nsk.hr/urn:nbn:hr:162:108566

Nimac, Petra. "Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija." Master's thesis, University of Zadar, 2019. https://urn.nsk.hr/urn:nbn:hr:162:108566

Nimac, P. (2019). 'Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija', Master's thesis, University of Zadar, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:162:108566

Nimac P. Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija [Master's thesis]. Zadar: University of Zadar; 2019 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:162:108566

P. Nimac, "Uloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija", Master's thesis, University of Zadar, Zadar, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:162:108566

Metadata
TitleUloga i značenje CRM-a u procesu brendiranja u eri digitalnih medija
Title (english)The Role and Importance of CRM in the Branding Process in the Digital Media Era
AuthorPetra Nimac
MentorAleksandra Krajnović (mentor)
MentorAnte Panjkota (komentor)
Committee memberIvica Zdrilić (predsjednik povjerenstva)
Committee memberJurica Bosna (član povjerenstva)
Committee memberAnte Panjkota (član povjerenstva)
Committee memberAleksandra Krajnović (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Upravljanje odnosima s klijentima (CRM) oduvijek je imalo bitan utjecaj na stvaranje brenda. Klijenti su srž svake dobro osmišljene strategije povećanja efikasnosti poslovanja organizacije. Tradicionalni CRM temeljio se uglavnom na komunikaciji organizacije usmjerene ka klijentima. Glavna odlika suvremenih CRM sustava je unapređenje komunikacije, odnosno uspostavljanje dijaloga između klijenata i organizacije. Uz pomoć IT sustava, društvenih mreža, odgovori i reakcija organizacije na pozitivne ili negativne komentare i zahtjeve klijenata nikad nije bila brža i efikasnija. Evolucija CRM-a uz pomoć digitalnih medija dovela je do povećanja zadovoljstva klijenata, kao i stvaranja lojalnosti što uvelike pridonosi brendingu. Suvremeni CRM pobuđuje emocionalnost i stvara povezanost klijenta i brenda. Uz pomoć moderne tehnologije brend postaje dio života klijenta, lako dostupan bilo kad i bilo gdje.
Abstract (english)
Customer relationship management (CRM) has always had a significant impact on brand creation. Customers are at the heart of any well-designed strategy to increase an organization's business efficiency. Traditional CRM was based mainly on customercentric communication. The main feature of modern CRM systems is the improvement of communication, that is, establishing a dialogue between the customer and the organization. With the help of IT systems, social networks, the organization's responses and reactions to positive or negative customer comments and requests have never been faster and more effective. The evolution of CRM with the help of digital media has led to increased customer satisfaction as well as customer loyalty, which greatly contributes to branding. Modern CRM evokes emotionality and creates customer and brand connectivity. With modern technology, the brand becomes a part of the customer's life, easily accessible anytime, anywhere.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:108566
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-11-11 13:40:29