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undergraduate thesis
ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA
Završni rad
2020. urn:nbn:hr:124:409477
Marjanović, Magdalena
University of Split
Faculty of economics Split

Cite this document

Marjanović, M. (2020). ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:409477

Marjanović, Magdalena. "ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:409477

Marjanović, Magdalena. "ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:409477

Marjanović, M. (2020). 'ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 15 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:409477

Marjanović M. ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 April 15] Available at: https://urn.nsk.hr/urn:nbn:hr:124:409477

M. Marjanović, "ANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:409477

Metadata
TitleANALIZA STRATEGIJE DIGITALNOG MARKETINGA NA PRIMJERU BRENDA JANA : Završni rad
AuthorMagdalena Marjanović
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Digitalni marketing ima sve važniju ulogu u poslovanju modernih poduzeća koje svoje proizvode plasiraju ne samo na lokalnom već i na regionalnom i globalnom tržištu. Uspješna digitalna kampanja pozitivno će se odraziti na uspješnost poslovanja poduzeća i stjecanje konkurentske prednosti, a brend će približiti ciljanoj skupini potrošača. Kako bi digitalna marketinška kampanja bila uspješna, brend mora poznavati svoje potrošače, njihove navike i životni stil, ali i digitalne marketinške alate kako bi se ostvarila uspješna digitalna marketinška komunikacija i uspješno segmentiranje, targetiranje i pozicioniranje na tržištu. S obzirom na uspjeh koji na tržištu postiže domaći brend Jana, u ovom završnom radu analizirane su teorijske postavke digitalnog marketinga te je prikazana digitalna marketinška kampanja brenda Jana. Ujedno, za potrebe ovog diplomskog rada provedeno je istraživanje o preferencijama potrošača o brendu Jana, kao i porukama koje primaju putem digitalnih komunikacijskih kanala kojima se marketeri poduzeća Jana služe kako bi doprijeli do svojih potrošača, ali i privukli nove.
Abstract (english)
Digital marketing has an increasingly important role in the business of modern companies that place their products not only in the local but also in the regional and global market. A successful digital campaign will have a positive impact on the business performance of the company and gaining a competitive advantage, and the brand will be closer to the target group of consumers. To be successful in a digital marketing campaign, a brand must know its consumers, their habits and lifestyle, but also digital marketing tools in order to achieve successful digital marketing communication and successful segmentation, targeting and market positioning. Considering the success achieved by the domestic brand Jana on the market, in this final assignment the theoretical settings of digital marketing are analyzed and the digital marketing campaign of the brand Jana is presented. At the same time, for the purposes of this thesis, a survey was conducted on consumer preferences about the Jana brand, as well as the messages they receive through digital communication channels used by Jana marketers to reach their consumers, but also to attract new ones.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:409477
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2020-09-23 13:28:17