master's thesis
Online Advertising as a Tool for Enhanced E-commerce

Paula Jandrić (2016)
Sveučilište u Zagrebu
Fakultet prometnih znanosti
Promet
Zavod za informacijsko komunikacijski promet
Metadata
TitleInternet oglašavanje kao alat za unapređenje elektroničkog poslovanja
AuthorPaula Jandrić
Mentor(s)Dragan Peraković (thesis advisor)
Abstract
S većom uporabom informacijsko komunikacijskih tehnologija, elektroničko poslovanje je dobilo iznimnu važnost za tvrtke u smislu poticanja konkurentnosti i efikasnosti u poslovanju. Kao jedna od vitalnih strategija za doprinos uspješnosti e-poslovanja danas se primjenjuje internet oglašavanje. Kod implementacije rješenja za internet marketing potrebno je imati dobru i pravilno postavljenu strategiju za dovođenje novih kupaca ili klijenata. Važnost odabira dobre strategije je presudna budući da je internet dinamično okruženje u kojoj konkurencija u svakom trenutku može ugroziti poslovanje. Za analizu ovog problema istražene su najčešće tehnike i metode internet oglašavanja te je kreiran koncept internet kampanje temeljene na Google oglašavanju. Istraživanjem i analizom ispitanaje uspješnosti internet oglašavanja u službi unapređenja elektroničkog poslovanja.
Keywordse-commerce internet marketing strategic marketing management Google advertising
Parallel title (English)Online Advertising as a Tool for Enhanced E-commerce
Committee MembersDragan Peraković (committee chairperson)
Marinko Jurčević (committee member)
Marko Periša (committee member)
Štefica Mrvelj (committee member)
GranterSveučilište u Zagrebu
Fakultet prometnih znanosti
Lower level organizational unitsPromet
Zavod za informacijsko komunikacijski promet
PlaceZagreb
StateCroatia
Scientific field, discipline, subdisciplineTECHNICAL SCIENCES
Traffic and Transport Technology
Postal and Telecommunications Traffic
Study programme typeuniversity
Study levelgraduate
Study programmeTraffic 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
Study specializationInformation and Communication Traffic
Academic title abbreviationmag. ing. traff.
Genremaster's thesis
Language Croatian
Defense date2016-09-27
Parallel abstract (English)
With the increased use of information and communication technologies, e-business has obtained the highest importance for the company in terms of encouraging competition and efficiency in business. Internet advertising is used as one of the vital strategies to contribute to the success of e-commerce today. In the implementation of solutions for internet marketing it is necessary to have a good and proper strategy for bringing new customers. The importance of choosing a good strategy is crucial sinceinternet is dynamic environment in which the competition can threaten the business at any time. For the analysis of the problem, the most common techniques and methods of internet advertising are studied and researched, and the concept of internet marketing campaign is created based on Google advertising. The research and analysis examined the effectiveness of internet advertising for the purpose of improving e-business.
Parallel keywords (Croatian)e-poslovanje internet marketing strategija upravljanja marketingom Google oglašavanje
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:119:920800
CommitterMojca Brenko-Puzak