Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača

Mihaljević, Marija

prikaz prve stranice dokumenta Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača

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undergraduate thesis

Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača

Stručni završni rad

Zaprešić: The University of Applied Sciences Baltazar Zaprešić, 2020. urn:nbn:hr:129:269132

Mihaljević, Marija

The University of Applied Sciences Baltazar Zaprešić
Chair of Economics, Management and Marketing

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APA 6th Edition

Mihaljević, M. (2020). Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad (Undergraduate thesis). Zaprešić: The University of Applied Sciences Baltazar Zaprešić. Retrieved from https://urn.nsk.hr/urn:nbn:hr:129:269132

MLA 8th Edition

Mihaljević, Marija. "Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad." Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, 2020. https://urn.nsk.hr/urn:nbn:hr:129:269132

Chicago 17th Edition

Harvard

Mihaljević, M. (2020). 'Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad', Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, accessed 09 November 2024, https://urn.nsk.hr/urn:nbn:hr:129:269132

Vancouver

Mihaljević M. Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad [Undergraduate thesis]. Zaprešić: The University of Applied Sciences Baltazar Zaprešić; 2020 [cited 2024 November 09] Available at: https://urn.nsk.hr/urn:nbn:hr:129:269132

IEEE

M. Mihaljević, "Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad", Undergraduate thesis, The University of Applied Sciences Baltazar Zaprešić, Zaprešić, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:129:269132

Cite this item: https://urn.nsk.hr/urn:nbn:hr:129:269132

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Title	Utjecaj marketinške komunikacije e-poštom na ponašanje potrošača : Stručni završni rad
Title (english)	The impact of email marketing communication on consumer behaviour
Author	Marija Mihaljević
Mentor	Ivan Ružić (mentor)
Committee member	Antal Balog (predsjednik povjerenstva)
Granter	The University of Applied Sciences Baltazar Zaprešić (Chair of Economics, Management and Marketing) Zaprešić
Defense date and country	2020-10-08, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Poslovni subjekti postali su svjesni da personalizirane marketinške poruke po svojoj učinkovitosti premašuju tradicionalne masovne medije te su s time u vidu počeli kreirati nove, personaliziranije strategije marketinškog komuniciranja. Iz tog razloga oglašavanje putem komunikacijskog kanala elektroničke pošte (e-pošte) postao je popularan alat izravnog marketinga kojemu je cilj prenošenje relevantnih marketinških informacija i poruka do ciljanje skupine potrošača sa svrhom pozicioniranja marke u svijesti kupaca. Brojne su prednosti oglašavanja e-poštom navedene u radu, a odnose se na personaliziran sadržaj namjenjen potrošaču, niske troškove izrade i distribucije poruka, redovno i legitimno oglašavanje proizvoda i usluga slanjem specijaliziranih ponuda i posebnih promocija, te mnoge druge. Svrha rada je bolje razumijevanje marketinškog komuniciranja e-poštom, utjecaj iste na ponašanje potrošača te definiranje osnovnih pojmova koji su od značaja za ovu temu rada. Struktura rada podijeljena je na pet poglavlja koja obuhvaćaju definiranje pojmova marketinga, marketinških stručnjaka i kupaca, provođenje marketinga te marketinškog spleta. Definirani su pojmovi, značenja i funkcije komunikacije, marketinške komunikacije i integrirane marketinške komunikacije te funkcije, prednosti i ostale karakteristike marketinške komunikacije e-poštom sa primjerima.
Abstract (english)	Businesses have become aware that personalized marketing messages are more effective than traditional mass media, and thus have begun creating new, more personalized marketing communication strategies. Due to this, advertising through an electronic mail communication channel (e-mail) has become a popular direct marketing tool aimed at conveying relevant marketing information and messages to a targeted group of consumers with the purpose of positioning the brand in the minds of customers. Numerous advantages of e-mail advertising mentioned in this paper are that they relate to personalized content intended for consumers, low costs of creating and distributing messages, regular and legitimate advertising of products and services by sending specialized offers and special promotions, and many others, are mentioned in this paper. The purpose of this paper is better understanding of marketing communication via e-mail, its impact on consumer behaviour and to define the basic concepts that are relevant to this topic. The structure of this paper is divided into five chapters that include defining the terms of marketing, marketing experts and customers, marketing implementation and marketing mix. There are definitions of concepts, meanings and functions of communication, marketing communication and integrated marketing communication, as well as functions, advantages and other characteristics of marketing communication via e-mail with examples.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:129:269132
Study programme	Title: Business Administration, Undergraduate Professional Study Study programme type: professional Study level: undergraduate Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resource	Text
File origin	Born digital
Access conditions	Access restricted to students and staff of home institution
Terms of use
Repository	Digital Repository of the University of Applied Sciences Baltazar Zaprešić
Created on	2021-11-05 14:13:10