Internet oglašavanje kao alat za unapređenje elektroničkog poslovanja

master's thesis

• Title (english): Online Advertising as a Tool for Enhanced E-commerce
• Author: Paula Jandrić
• Mentor: Dragan Peraković (mentor)
• Committee member: Marinko Jurčević (predsjednik povjerenstva)
• Committee member: Marko Periša (član povjerenstva)
• Committee member: Štefica Mrvelj (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Division of Transport); (Department of Information and Communications Traffic); Zagreb
• Defense date and country: 2016-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Postal and Telecommunications Traffic

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.

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.

• Keywords: e-poslovanje; internet marketing; strategija upravljanja marketingom; Google oglašavanje
• Keywords (english): e-commerce; internet marketing; strategic marketing management; Google advertising
• Language: croatian
• URN:NBN: urn:nbn:hr:119:920800
• 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: 2016-10-03 12:37:10