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undergraduate thesis
VIRALNI MARKETING
Završni rad
2019. urn:nbn:hr:124:663186
Krolo, Ivan
University of Split
Faculty of economics Split

Cite this document

Krolo, I. (2019). VIRALNI MARKETING : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:663186

Krolo, Ivan. "VIRALNI MARKETING : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:663186

Krolo, Ivan. "VIRALNI MARKETING : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:663186

Krolo, I. (2019). 'VIRALNI MARKETING : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:663186

Krolo I. VIRALNI MARKETING : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:124:663186

I. Krolo, "VIRALNI MARKETING : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:663186

Metadata
TitleVIRALNI MARKETING : Završni rad
AuthorIvan Krolo
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je viralni marketing. Kako se definira, koje su njegove zakonitosti, prednosti i nedostatci. U teorijskom dijelu rada objašnjeni su počeci modernog, digitalnog marketinga, koja su njegove preteče u postavljanju temelje za marketing informacijskog doba. Koji se alati koriste, kako je to utjecalo na komunikacije i odnose između kupaca i poslovanja su također obrađeni. Kroz obradu generalnog digitalnog marketinga, definira se njegov pojam i prikazuju druge varijante prije viralnog marketinga kako bi se prikazale sličnosti i razlike između ovih oblika i viralnog marketinga. Također, kroz tri primjera uspješnih i neuspješnih kampanja, daje se uvid u stvarne situacije koje mogu učiniti kampanju uspjehom ili skandalom s dugoročnim negativnim posljedicama.
Abstract (english)
The topic of this paper is viral marketing. How to define it, what are its core elements, advantages and disadvantages. In the theoretical portion of the work, the history and foundations of modern marketing are explored and how these bedrocks helped form the marketing of the information age. Which tools are utilized, how have they impacted the way business' and customers communicate and form relationships is also elaborated upon. Through explaining digital marketing, its very meaning is defined and the various forms it appears in are explored to showcase the similarities and differences between them and viral marketing. Also, through three examples of successful and failed viral marketing campaigns, insight is provided into actual situations which can make a campaign a success or a scandal with long term negative consequences.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:663186
Study programmeTitle: Tourism Operations
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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-12-02 09:41:50