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master's thesis
Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni
2020. urn:nbn:hr:137:213917
Pavletić, Paola
University of Pula

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Pavletić, P. (2020). Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:213917

Pavletić, Paola. "Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni." Master's thesis, University of Pula, 2020. https://urn.nsk.hr/urn:nbn:hr:137:213917

Pavletić, Paola. "Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni." Master's thesis, University of Pula, 2020. https://urn.nsk.hr/urn:nbn:hr:137:213917

Pavletić, P. (2020). 'Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni', Master's thesis, University of Pula, accessed 09 April 2024, https://urn.nsk.hr/urn:nbn:hr:137:213917

Pavletić P. Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni [Master's thesis]. Pula: University of Pula; 2020 [cited 2024 April 09] Available at: https://urn.nsk.hr/urn:nbn:hr:137:213917

P. Pavletić, "Digitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni", Master's thesis, University of Pula, Pula, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:137:213917

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Metadata
TitleDigitalna transformacija elemenata marketinškog spleta kod poduzeća NP Brijuni
Title (english)Digital transformation of marketing mix elements in company NP Brijuni
AuthorPaola Pavletić
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberAriana Nefat (član povjerenstva)
GranterUniversity of Pula
Pula
Defense date and country2020-01-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet razmatranja je digitalna transformacija elementa marketinškog spleta kod poduzeća NP Brijuni. Glavni cilj rada je prikazati kako su se pojedini elementi marketinškog spleta kod poduzeća mijenjali upotrebom interneta i ostale digitalne tehnologije. Rad je podijeljen u pet poglavlja. U prvom dijelu navode se uvodna razmišljanja o predmetnoj tematici rada. U drugom poglavlju detaljno se razrađuje pojam usluga, njihova razlika u odnosu na materijalne proizvode, obilježja, marketinški splet kod usluga. U trećem poglavlju razmatra se što je digitalna transformacija poslovanja, njezini najnoviji trendovi, definiraju se digitalni marketing, višekanalski marketing i digitalna verzija marketinškog spleta. Četvrto poglavlje namijenjeno je analizi stanja i digitalne transformacije elementa marketinškog spleta kod subjekta rada NP Brijuni. Zaključno peto poglavlje donosi kritički osvrt za svaki od elementa i idejne prijedloge za poboljšanje.
Abstract (english)
The subject of the discussion is the digital transformation of elements of the marketing mix at company NP Brijuni. The main aim of the paper was to show how certain elements of the marketing mix in company have changed with the use of Internet and other digital technologies. The paper is divided into five chapters. The first part is an introductory reflection on the topic of the paper. In the second chapter, the term service and their specific characteristic are presented in detail. It is shown difference between services and material products, marketing mix of sevices. Chapter three looks at what digital transformation is doing, its latest trends, defining digital marketing and the digital version of the marketing mix. The fourth chapter is intended to analyze the current state and digital transformations of elements of the market mix in the subject of work of NP Brijuni. Chapter five concludes with a critical review of each element and a conceptual proposal for improvement.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:213917
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-01-07 11:11:55