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master's thesis
Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća
2022. urn:nbn:hr:122:940042
Šoš, Dorotea
University North
University centre Varaždin
Department of Business Economics

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Šoš, D. (2022). Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća (Master's thesis). Koprivnica: University North. Retrieved from https://urn.nsk.hr/urn:nbn:hr:122:940042

Šoš, Dorotea. "Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:940042

Šoš, Dorotea. "Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća." Master's thesis, University North, 2022. https://urn.nsk.hr/urn:nbn:hr:122:940042

Šoš, D. (2022). 'Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća', Master's thesis, University North, accessed 01 April 2025, https://urn.nsk.hr/urn:nbn:hr:122:940042

Šoš D. Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća [Master's thesis]. Koprivnica: University North; 2022 [cited 2025 April 01] Available at: https://urn.nsk.hr/urn:nbn:hr:122:940042

D. Šoš, "Utjecaj nove tehnologije na marketinške aktivnosti malih poduzeća", Master's thesis, University North, Koprivnica, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:122:940042

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Metadata
TitleUtjecaj nove tehnologije na marketinške aktivnosti malih poduzeća
Title (english)The impact of new technology on the small companies´ marketing activities
AuthorDorotea Šoš
MentorMarina Gregorić (mentor)
Committee memberAnte Rončević (predsjednik povjerenstva)
Committee memberDarijo Čerepinko (član povjerenstva)
Committee memberMarina Gregorić (član povjerenstva)
GranterUniversity North
(University centre Varaždin)
(Department of Business Economics)
Koprivnica
Defense date and country2022-10-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Nagli razvoj tehnologije natjerao je poduzeća da razmotre nove oblike marketinga i prilagode tradicionalne marketinške aktivnosti kako bi i dalje bili konkurentni na tržištu. Predmet istraživanja ovog diplomskog rada bavi se istraživanjem marketinških aktivnosti malih poduzeća s aspekta primjene nove tehnologije u promociji i prodaji proizvoda i usluga. Ciljevi rada su istražiti kako je digitalna ekonomija utjecala na marketinške aktivnosti malih poduzeća i u kojoj mjeri utječe na njihovu... More inovativnost i uspješnost poslovanja. U radu se također definiraju oblici, prednosti i nedostatci e-marketinga, utjecaj društvenih mreža na marketinške aktivnosti malih poduzeća i na brendiranje njegovih proizvoda i usluga. U ovom radu korišteni su sekundarni izvori podataka, odnosno, korišteni su stručni i znanstveni članci na hrvatskom i engleskom jeziku, te relevantni Internet izvori. Kako bi se postigao cilj ovog rada, korištene su sljedeće metode: komparativna metoda za uspoređivanja pojmova iz različite literature, metoda deskripcije za definiranje ključnih pojmova, induktivna metoda te deduktivna metoda. Korišteni su navedeni izvori i metode kako bi se postigli ciljevi i dokazale hipoteze ovog rada. Kako bi se dokazale hipoteze rada izrađen je anketni upitnik, koji je bio dostupan od travnja 2022. godine na društvenim mrežama. U radu je provedeno istraživanje na temu samog naslova ovog rada, a dobiveni rezultati govore nam kako su ispitanici upoznati s društvenim mrežama, ali ne i načinom i utjecajem društvenih mreža i e-marketinga u poslovanju malih poduzeća. Brojni autori ukazuju u svojim istraživanjima i studijama slučaja na isto, stoga se postavlja pitanje – kako i na koji način pojednostaviti poslovanje malih poduzeća i njihovu uključenost u e-marketing. Less
Abstract (english)
The rapid development of technology has forced companies to consider new forms of marketing and adapt traditional marketing activities in order to remain competitive in the market. The subject of research of this thesis deals with the research of marketing activities of small companies from the aspect of application of new technology in the promotion and sale of products and services. The objectives of the paper are to investigate how the digital economy has influenced the marketing... More activities of small businesses and to what extent it affects their innovation and business success. The paper also defines the forms, advantages and disadvantages of the influence of emarketing and social networks on the marketing activities of small businesses and on the branding of their products and services. In this paper, secondary sources of data were used, that is, professional and scientific articles in Croatian and English, as well as relevant Internet sources were used. In order to achieve the goal of this work, the following methods are used: comparative method for comparing terms from different literature, description method for defining key terms, inductive method and deductive method. The mentioned sources and methods were used in order to achieve the goals and prove the hypotheses of this work. In order to prove the hypotheses of the work, a survey questionnaire was created, which was available from April 2022 on social networks. In the paper, research was conducted on the topic of the very title of this paper, and the obtained results tell us how the respondents became familiar with social networks, but not with the method and influence of social networks and e-marketing in the business of small businesses. Numerous authors indicate the same in their research and case studies, therefore the question arises – how and in what way to simplify the operations of small businesses and their involvement in e-marketing. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:122:940042
Study programmeTitle: Business Economics; specializations in: Tourism and International Trade
Course: Tourism and International Trade
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 on2022-12-16 11:52:45
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