diplomsko delo
Boštjan Leskovar (Author), Bruno Završnik (Mentor)

Abstract

Razvoj tehnologije in njena splošna dostopnost sta vedno spreminjala navade potrošnikov. Še nikoli do sedaj nismo bili priča tako hitremu razvoju kot ga doživljamo danes. Internet in družbeni mediji so spremenili navade ljudi, v poslovno okolje podjetij pa prinesli veliko sprememb in nove marketinške priložnosti. V času, ko internet dnevno uporablja velika večina prebivalcev, ni več vprašanje biti ali ne biti prisoten, temveč kako in na kakšen način kar najbolje izkoristiti sodobne digitalne medije. V diplomskem delu sem proučeval vpliv sodobnih medijev na marketinško komuniciranje podjetij. Sodobne tehnologije omogočajo malim podjetjem, da tekmujejo z velikimi. A praksa kaže, da pogosto ni tako. Čeprav veljajo mala podjetja za bolj prilagodljiva se zdi, da ne izkoriščajo dovolj vseh priložnosti, ki jih informacijsko-komunikacijska tehnologija prinaša Raziskava je pokazala, da se podjetja še kako dobro zavedajo pomena, ki ga ima za njihovo poslovanje internet. Pri tem je bilo ugotovljeno, da se ga aktivno poslužuje več kot tri četrtine v raziskavo zajetij podjetij. Namen raziskave ni bil ugotavljanje uspešnosti in učinkovitosti uporabe, a na podlagi nekaterih odgovorov in ugotovitev iz drugih primerljivih raziskav ocenjujem, da obstaja resen dvom v učinkovito marketinško izkoriščanje vseh priložnosti, ki jih internet po 25 letih ponuja.

Keywords

marketing;tržno komuniciranje;internet;družbeni mediji;elektronsko trženje;mikro podjetje;mala podjetja;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UM EPF - Faculty of Economics and Business
Publisher: [B. Leskovar]
UDC: 659.3:004.738.5(043.2)
COBISS: 12367644 Link will open in a new window
Views: 1436
Downloads: 88
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Other data

Secondary language: English
Secondary title: ǂThe ǂuse of the internet for marketing communication in micro and small business in the case of Slovenian caterers
Secondary abstract: The development of technology and its general accessibility usually change consumers' behaviour. Never before have we witnessed such a rapid development, as we can experience today. Internet and social media have changed people's habits and brought a lot of changes into business environments and new marketing opportunities. By the daily web use of the great majority of the population, the question of being or not being present, no longer exists. However, the concern how to take advantage of modern digital media in the best possible way, remains. In my diploma paper I have studied the effects of the modern media on marketing communication in the companies. Modern technologies allow small businesses to compete with large ones. Practice shows that this is often not the case. Although small businesses are more flexible, it seems that they are not making a sufficient use of the opportunities, offered by the information and communication technology. The survey shows that companies are well aware of the importance of the internet use in order to improve their business. More than three-quarters of the respondents have actively been using internet for business. The purpose of the study was not to examine the effectiveness and efficiency of its use, but based on some of the responses and findings from other comparable researches, we can estimate, that there are some serious doubts about the effective marketing use of all the opportunities, offered by the internet in the last 25 years.
Secondary keywords: marketing communication;social media;digital marketing;internet;micro and small businesses;
URN: URN:SI:UM:
Type (COBISS): Undergraduate thesis
Thesis comment: Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages: III, 56 str., 6 str. pril.
ID: 9140511