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master's thesis
Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga
2018. urn:nbn:hr:233:296009
Feljan, Mateja
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Feljan, M. (2018). Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:296009

Feljan, Mateja. "Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga." Master's thesis, Edward Bernays University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:233:296009

Feljan, Mateja. "Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga." Master's thesis, Edward Bernays University of Applied Sciences, 2018. https://urn.nsk.hr/urn:nbn:hr:233:296009

Feljan, M. (2018). 'Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga', Master's thesis, Edward Bernays University of Applied Sciences, accessed 08 December 2024, https://urn.nsk.hr/urn:nbn:hr:233:296009

Feljan M. Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2018 [cited 2024 December 08] Available at: https://urn.nsk.hr/urn:nbn:hr:233:296009

M. Feljan, "Različiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:233:296009

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Metadata
TitleRazličiti pristupi marketinškoj komunikaciji - od klasičnog outbound do digitalnog inbound marketinga
AuthorMateja Feljan
MentorIvan Pakozdi (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2018-10-22, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Kao što je komunikacija temeljni element interakcije i stvaranja međuljudskih odnosa, tako je marketinška komunikacija ključna za izgradnju odnosa tvrtke s javnostima i njezin opstanak na tržištu. Tijekom stoljeća marketinška se komunikacija razvijala i rasla uzastopno s tehnologijama pa tvrtke danas imaju mogućnost interakcije sa svojim javnostima putem raznih alata u bilo kojem trenutku i kutku svijeta. Ovaj diplomski rad prati razvoj marketinške komunikacije od njezinih početaka do digitalnog doba. Radom su tako obuhvaćeni teorijski okviri marketinške komunikacije (oblici i elementi), zatim razvoj koji je doveo do nastanka integrirane marketinške komunikacije, te konačno do tehnologija koje su omogućile tvrtkama interakciju s korisnicima na digitalnoj platformi. Naravno, razvoj tehnologije je osim na alate marketinške komunikacije značajno utjecao i na pristup komunikaciji, stoga se danas prepoznaju dva osnovna pristupa; tradicionalni outbound i suvremeni inbound pristup. S ciljem analize u kojoj su se mjeri tvrtke prilagodile suvremenoj komunikaciji i kako je to utjecalo na njihov odnos s tržištem napravljeno je istraživanje na primjeru triju domaćih tvrtki iz sektora prehrambene industrije.
Abstract (english)
As communication is the fundamental element of interaction and establishing interpersonal relationships, marketing communication is crucial for building a company's relationship with the public and its survival on the market. Throughout centuries, marketing communications have evolved and grown alongside with technology, and today companies have the opportunity to interact with their public through various tools at any point and in corner of the world. The paper follows the development of marketing communications from its beginning to the digital age. The paper covers the theoretical frameworks of marketing communication (forms and elements), the development that led to the emergence of integrated marketing communications, and the technologies that enabled companies to interact with users on a digital platform. Clearly, the development of technology, apart from the marketing communications tools, also had a significant impact on approach to communication, so today there are two basic approaches; a traditional outbound and modern inbound approach. With the aim of analysing the extent of adapting companies to modern communication and how it affected the company-public relationship, a research that included three FMCG companies was conducted.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:296009
Study programmeTitle: Public Relations Management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist odnosa s javnošću (stručni specijalist odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2024-03-18 23:45:28