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undergraduate thesis
Korištenje e-pošte marketinga u internetskom poslovanju
2019. urn:nbn:hr:155:368453
Batinović, Iva
University of Dubrovnik
Faculty of Economics and Business

Cite this document

Batinović, I. (2019). Korištenje e-pošte marketinga u internetskom poslovanju (Undergraduate thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:368453

Batinović, Iva. "Korištenje e-pošte marketinga u internetskom poslovanju." Undergraduate thesis, University of Dubrovnik, 2019. https://urn.nsk.hr/urn:nbn:hr:155:368453

Batinović, Iva. "Korištenje e-pošte marketinga u internetskom poslovanju." Undergraduate thesis, University of Dubrovnik, 2019. https://urn.nsk.hr/urn:nbn:hr:155:368453

Batinović, I. (2019). 'Korištenje e-pošte marketinga u internetskom poslovanju', Undergraduate thesis, University of Dubrovnik, accessed 10 December 2024, https://urn.nsk.hr/urn:nbn:hr:155:368453

Batinović I. Korištenje e-pošte marketinga u internetskom poslovanju [Undergraduate thesis]. Dubrovnik: University of Dubrovnik; 2019 [cited 2024 December 10] Available at: https://urn.nsk.hr/urn:nbn:hr:155:368453

I. Batinović, "Korištenje e-pošte marketinga u internetskom poslovanju", Undergraduate thesis, University of Dubrovnik, Dubrovnik, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:155:368453

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Metadata
TitleKorištenje e-pošte marketinga u internetskom poslovanju
Title (english)The use of email marketing in the online business
AuthorIva Batinović
MentorMatea Matić Šošić (mentor)
Committee memberIvana Pavlić (predsjednik povjerenstva)
Committee memberKatija Vojvodić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2019-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Internetski marketing postao je neizostavan dio poslovanja svakog poduzeća. Elektronička pošta s marketinškog gledišta predstavlja sredstvo za interaktivnu komunikaciju i promocijski kanal za oglašavanje u cilju pristupa potencijalnim kupcima. Cilj ovog rada je prikazati, objasniti i analizirati uporabu e-pošte u internetskom poslovanju. U teorijskom dijelu nalazi se osvrt na marketinšku komunikaciju u internetskom okruženju kako bi se shvatila okolina u kojoj se e-pošta se upotrebljava. Tehnologija kojom marketinški stručnjaci danas raspolažu omogućuje bolje i efikasnije praćenje potrošačevih potreba i želja u odnosu na tradicionalne metode i strategije koje su se koristile u marketingu. E-pošta se upotrebljava putem različitih web servisa za elektroničku poštu, a za potrebe ovog rada analizirana je uporaba Gmaila i Microsoft Outlooka. Putem e-pošte šalju se newsletteri koji se upućuju korisnicima koji su se ranije pretplatili na dostavnu listu poduzeća. Kako bi postizanje marketinških ciljeva poduzeća bilo moguće moraju se provoditi analize efikasnosti uporabe e-pošte u marketinške svrhe pomoću metoda mjerenja i vrednovanja provedenih marketinških strategija i planova. Prednosti korištenja e-pošte u poslovanju su niski troškovi, brzina i jednostavnost korištenja, te mogućnost personalizacije promotivnog materijla. U radu se također analiziraju opasnosti korištenja interneta u poslovne svrhe te mogućnosti poduzimanja preventivnih mjera kao i metoda zaštite od različitih prijetnji internetskog poslovanja. Nakon teorijskog osvrta na način uporabe e-pošte u internetskom marketingu, u rad je uključeno i empirijsko istraživanje s ciljem određivanja razloga uporabe e-pošte u poslovanju poduzeća Erasmus Life Lisboa. Analizom provedenog anketnog ispitivanja utvrđeni su razlozi uporabe e-pošte, učestalost uporabe e-pošte, ali i drugih marketinških promocijskih kanala poduzeća. Elektronička pošta je ukorijenjena u poslovnoj komunikaciji i popularnost ovog promocijskog kanala ne blijedi unatoč pojavi mnogih drugih komunikacijskih kanala s korisnicima interneta.
Abstract (english)
Internet marketing has become an essential part of every nowadays business. From an internet marketing point of view, email is a means of interactive communication and a promotional channel for advertising to reach potential customers. This paper aims to present, explain, and analyze the use of email in the Internet business. The theoretical part provides an overview of online marketing communication to understand the environment in which email is applied. Nowadays technology provides marketing experts with better and more efficient systems for following consumer requirements and preferences in comparison with traditional methods and strategies used in internet marketing. Email is used through various web-based email services, and for this paper, the use of Gmail and Microsoft Outlook has been analysed. Through email, newsletters are sent to potential and already existing customers who are subscribed on a mailing list of the company. Due to reaching marketing goals companies need to analyse the effectiveness of email usage with measuring methods and to evaluate implemented marketing strategies and plans. The benefits of using email in business are low costs, usability, ease of use, and personalization of the promotional material. This paper also analyses the vulnerabilities of using the internet in business purposes and explains preventive activities as well as protection methods against various threats in online business. Following a theoretical review of how email is used in internet marketing, an empirical research presents email usage in Erasmus Life Lisboa. The survey showed reasons for email usage in online business and the frequency of using email as well as other marketing promotional channels. Email is rooted in the business communication and popularity of this promotional channel is not fading despite new communication channels with consumers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:368453
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note4012
Created on2019-09-30 11:30:55