prikaz prve stranice dokumenta Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga
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master's thesis
Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga
2020. urn:nbn:hr:233:862940
Schatzl, Dino
Edward Bernays University of Applied Sciences
Department of Public Relations

Cite this document

Schatzl, D. (2020). Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga (Master's thesis). Zagreb: Edward Bernays University of Applied Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:233:862940

Schatzl, Dino. "Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga." Master's thesis, Edward Bernays University of Applied Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:233:862940

Schatzl, Dino. "Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga." Master's thesis, Edward Bernays University of Applied Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:233:862940

Schatzl, D. (2020). 'Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga', Master's thesis, Edward Bernays University of Applied Sciences, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:233:862940

Schatzl D. Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga [Master's thesis]. Zagreb: Edward Bernays University of Applied Sciences; 2020 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:233:862940

D. Schatzl, "Komparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga", Master's thesis, Edward Bernays University of Applied Sciences, Zagreb, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:233:862940

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Metadata
TitleKomparativna analiza strategija, taktika i tehnika odnosa s javnošću i digitalnog marketinga
AuthorDino Schatzl
MentorMaja Samardžić Gašpar (mentor)
GranterEdward Bernays University of Applied Sciences
(Department of Public Relations)
Zagreb
Defense date and country2020-12-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Public Relations
Abstract
Rad se bavi proučavanjem i razumijevanjem mogućnosti i učinkovitosti struke odnosa s javnošću i struke digitalnog marketinga u svojstvu tržišne okoline, razvoja tehnologije, promjena navika i ponašanja ciljanih publika te sveopće digitalizacije. Usporedbom glavnih strateških pristupa te načina operativnog provođenja strategija, rad prikazuje osnovne čimbenike različitosti, ali i sličnosti obje struke te mogućnosti njihove integracije. Nastavno na rečeno, u radu se obrađuju primjeri integracija obje struke vidljivi u nekoliko postojećih tržišnih komunikacijskih formata pri kojima isključivo integrirani pristup znanja i iskustva može polučiti najbolje rezultate te ostvariti ciljeve. Naposljetku, kroz dubinske intervjue s predstavnicima vodećih agencija za integrirana tržišna komuniciranja te praktičarima obje struke, istražit će se praktične prednosti i nedostatci struka, tržišni izazovi s kojima se susreću, načini kako se integrirati te procjene kako će se komunikacijsko tržište dalje razvijati.
Abstract (english)
This work is about studing and understanding the possibilities and effectiveness of the public relations and the digital marketing professions through market environment, technology development, changes in habits and behavior of target audiences and general digitalization. By comparing the main strategic approaches and the way of operational implementation of strategies, the paper presents the basic factors of diversity, but also the similarities of both professions and the possibilities of their integration. In addition, this work deals with examples of integration of both professions visible in several existing market communication formats in which only an integrated approach of knowledge and experience can produce the best results and achieve goals. Finally, through deep interviews with representatives of leading integrated communications agencies and practitioners in both professions this work will explore the practical strengths and weaknesses of the professions, the market challenges they face, ways to integrate and assessment how the communications market will develop further.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:233:862940
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 on2024-12-28 18:15:18