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undergraduate thesis
Invazivnost modernog marketinga i briga o privatnosti potrošača
2021. urn:nbn:hr:137:816531
Stanković, Kristian David
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

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Stanković, K. D. (2021). Invazivnost modernog marketinga i briga o privatnosti potrošača (Undergraduate thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:816531

Stanković, Kristian David. "Invazivnost modernog marketinga i briga o privatnosti potrošača." Undergraduate thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:816531

Stanković, Kristian David. "Invazivnost modernog marketinga i briga o privatnosti potrošača." Undergraduate thesis, University of Pula, 2021. https://urn.nsk.hr/urn:nbn:hr:137:816531

Stanković, K. D. (2021). 'Invazivnost modernog marketinga i briga o privatnosti potrošača', Undergraduate thesis, University of Pula, accessed 10 January 2025, https://urn.nsk.hr/urn:nbn:hr:137:816531

Stanković KD. Invazivnost modernog marketinga i briga o privatnosti potrošača [Undergraduate thesis]. Pula: University of Pula; 2021 [cited 2025 January 10] Available at: https://urn.nsk.hr/urn:nbn:hr:137:816531

K. D. Stanković, "Invazivnost modernog marketinga i briga o privatnosti potrošača", Undergraduate thesis, University of Pula, Pula, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:137:816531

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Metadata
TitleInvazivnost modernog marketinga i briga o privatnosti potrošača
Title (english)Intrusion of Modern Marketing and Consumer Privacy Concerns
AuthorKristian David Stanković
MentorErik Ružić (mentor)
Committee memberDragan Benazić (predsjednik povjerenstva)
Committee memberErik Ružić (član povjerenstva)
Committee memberDanijela Križman Pavlović (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2021-07-15, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tehnologija koju koristimo se rapidno razvija i sa sobom donosi nove načine proučavanja ponašanja potrošača. Marketeri uspijevaju preciznije predvidjeti tko su njihovi ciljni potrošači i koje su njihove potrebe. Personalizacija ponude u tom pogledu ima pozitivne i negativne strane koje su pokazane u ovome radu. Sa sve većim obujmom velikih podataka poduzeća se moraju prilagoditi novom načinu poslovanja i uložiti napore kako bi ostali kompetitivni na lokalnom ali i globalnom tržištu. Uz to poduzeća moraju biti upoznata s GDPR-om prilikom korištenja osobnih podataka kako ne bi ugrozili privatnost i prava potrošača. Empirijsko istraživanje provedeno upitnikom je pokazalo kako većina ispitanika vjeruje da se njihova aktivnost prati i da nemaju visok stupanj kontrole nad svojim osobnim podacima. Ujedno nemaju povjerenja u etičnost poduzeća koja raspolažu njihovim podacima. Te je uočena razlika između odgovora dobnih grupa, to jest, što su stariji ispitanici to je njihovo mišljenje da imaju kontrolu nad procesom prikupljanja podataka više.
Abstract (english)
The technology we use is evolving rapidly and it brings new ways of studying consumer behavior. Marketing experts are able to more accurately predict who their target consumers are, and what are their needs. Personalization in this regard has positive and negative sides that are shown in this paper. With the growing volume of big data, companies need to adapt to the new way of doing business and make efforts to remain competitive in the local and global market. In addition, businesses must be aware of the GDPR when using personal data so as not to compromise the privacy and rights of consumers. Empirical research conducted showed that most respondents believe that their activity is monitored and that they do not have a high degree of control over their personal data. At the same time, they do not trust the ethics of the companies that have access to their data. Finally, the author concluded that there was a variance between the age group responses, that is, the older the respondents the higher is the perceived control of the data collection process
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:816531
Study programmeTitle: Business Economics; Finance, Economics, Financial Management, Management and Entrepreneurship, Marketing Management, Business Informatics, Tourism; specializations in: Finance, Accounting and Auditing, Marketing Management, Management and Entrepreneurship, Tourism, Business Informatics, Financial Management, Informatics Management
Course: Finance
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
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Created on2021-07-19 16:51:38