Application of Marketing in Mobile Network Telecommunications Operators

master's thesis

• Title: Primjena marketinga kod operatora pokretnih telekomunikacijskih mreža
• Author: Krešimir Selak
• Mentor: Marinko Jurčević (mentor)
• Committee member: Dragan Peraković (predsjednik povjerenstva)
• Committee member: Siniša Husnjak (član povjerenstva)
• Committee member: Marko Periša (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Independent chairs); (Chair of Transport Law and economics); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

Abstract

Trţište pokretnih telekomunikacijskih mreţa se stalno mijenja zbog promjena u tehnologiji prijenosa podataka, mobilnim terminalnim ureĎajima i cijenama, što dovodi do promjena očekivanja koje korisnik ima od operatora. Kroz rad prolazi se kroz telekomunikacijsko trţište, opisuje se kako telekomunikacijski operatori mogu segmentacijom korisnika i korištenjem podataka o klijentima iz CRM-a dobiti odreĎene spoznaje, koje u kombinaciji sa znanjem o ponašanju potrošača daju temelj marketinškoj kampanji koja doseţe svoj maksimum kada se prenosi jedinstvena poruka kroz integriranu marketinšku komunikaciju. U svrhu provjere marketinških aktivnosti napravljena je analiza reklamnih spotova i reklama na reklamnim panelima za tri najveća telekomunikacijska operatora na teritoriju Republike Hrvatske.

Abstract (english)

The mobile telecommunications market is constantly changing due to changes in data technology, mobile terminal devices and pricing, leading to changes in customer expectations. Thesis goes through the telecommunications market, describing how telecommunication operators can gain some insights by segmenting users and using customer data from CRM, which, combined with consumer behavior knowledge, provides the foundation for a marketing campaign that reaches its maximum when delivering a unique message through integrated marketing communication. For the purpose of checking marketing activities, an analysis of advertising spots and advertisements on advertising panels for the three largest telecommunication operators in the territory of the Republic of Croatia was made.

• Keywords: telekomunikacijski operator; marketing; IMC; CRM; segmentacija korisnika; ponašanje potrošača
• Keywords (english): telecommunication operators; marketing; IMC; CRM; segmentation; consumer behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:119:954582
• Study programme: Title: Traffic and Transport; specializations in: Road Traffic and Transport, Railway Traffic and Transport, Water Traffic and Transport, Air Traffic and Transport, Postal Traffic, Information and Communication Traffic, Urban Traffic and Transport; Course: Information and Communication Traffic; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka prometa (magistar/magistra inženjer/inženjerka prometa)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-11-07 11:16:26