master's thesis
Banks on Social Media - Erste bank, ZABA and PBZ

Katarina Turkalj (2016)
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"
Metadata
TitleBanke na društvenim mrežama - Erste banka, ZABA i PBZ
AuthorKatarina Turkalj
Mentor(s)Marko Paliaga (thesis advisor)
Abstract
Marketing kao poslovna filozofija usmjerena je na potrošače što znači da su oni polazna i krajnja točka kojoj se poduzeća okreću. Uloga marketinga u bankarstvu je da omogući usklađivanje ponude proizvoda i usluga banke prema potrebama korisnika, stvaranju konkurentske prednosti te osposobljavanje zaposlenika za pružanje bankarskih usluga. Internet je svojim intenzivnim razvojem postao značajan marketinški medij koji će u budućnosti biti nezaobilazni faktor poslovanja poduzeća. Pojavom društvenih mreža došlo je do značajnih promjena u marketingu i u načinu na koji poduzeća komuniciraju s kupcima. Cilj istraživanja bio je usporediti klasično poslovanje banke s modernim načinom, na društvenim mrežama. Primjena odgovarajućih marketing strategija omogućava podizanje kvalitete u bankarskom sustavu primjenom marketinškog miksa kako bi se kreirala usluga i na taj način zadovoljile potrebe klijenata.
Keywordsmarketing banks social networks
Parallel title (English)Banks on Social Media - Erste bank, ZABA and PBZ
Committee MembersDražen Alerić (committee chairperson)
Marko Paliaga (committee member)
Lenko Uravić (committee member)
GranterUniversity of Pula
Lower level organizational unitsFaculty of economics and tourism "Dr. Mijo Mirković"
PlacePula
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Study specializationMarketing Management
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-07-21
Parallel abstract (English)
Marketing, as a business philosophy, is focused on consumers (the customer). This means that the marketing process starts and ends with the consumer in mind. The role of marketing in the banking sector is the harmonization of financial products and services to meet customer's needs. Marketing must develop a competitive advantage using creative, customer focused campaigns which include such elements as communication plans, pricing strategies and even internal employee training programs. Internet has become an important marketing medium, which will in future be an indispensable factor in every business. With social networks there have been significant changes in marketing in the way companies communicate with customers. The aim of this study was to compare traditional bank marketing approaches with more modern marketing techniques using social networks. The application of appropriate marketing strategies increases the quality of consumer engagement, thus better communicating the bank services and meeting the needs of customers in a more targeted way.
Parallel keywords (Croatian)marketing banke društvene mreže.
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:137:877500
CommitterEster Bencic