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1.
Digital marketing communication in developing countries
Visar Rrustemi, Ganimete Podvorica, Gezim Jusufi, 2020, izvirni znanstveni članek

Opis: Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviors by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behavior of consumers from countries of this region on social media. From the results of the paper it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.
Ključne besede: digital marketing, communication, social media, Western Balkans, internet
Objavljeno: 15.01.2021; Ogledov: 138; Prenosov: 0

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Internet marketing communication and schools
Aleš Tankosić, Anita Trnavčevič, 2008, izvirni znanstveni članek

Opis: Worldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions; schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality which can function as a simulation of communication in the real world. Their adversaries, on the other hand, stress the importance of the physical world and warn us of the negative sides of virtuality.
Ključne besede: education, marketing, internet, communication
Objavljeno: 04.12.2017; Ogledov: 422; Prenosov: 103
.pdf Celotno besedilo (207,16 KB)
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3.
Visual Intelligence – Use and Manipulation in TV Advertising
Vlatka Bajcer, 2017, magistrsko delo

Opis: The main goal of this master thesis is to study how visual communication in TV advertising affects our psyche, examine the elements that can serve to awaken emotions and certain reactions of viewers. TV commercials are one of the most popular content available to us on television, bringing great profits to TV stations, as well as profit organizations that are advertised on their channels. Competition in TV advertising is huge and in order to achieve a successful campaign is necessary to understand how the marketing, media, psychology of visual communication and other elements that can affect the psyche of the viewer, such as cultural identity are functioning.
Ključne besede: Visual Communication, Culture, TV Advertising, Color Psychology, Marketing
Objavljeno: 23.11.2017; Ogledov: 643; Prenosov: 62
.pdf Celotno besedilo (1,17 MB)

4.
An empirical study of marketing communications effectiveness in Slovenian market
Damjana Jerman, Bruno Završnik, 2014, izvirni znanstveni članek

Opis: This paper deals with the value or more specifically, the contribution of marketing communications strategy to effectiveness of marketing communications and hypothesizes that marketing communications strategy correlate with the effectiveness of marketing communications. The paper consists of two parts: the theoretical framework for the role of marketing communications strategy for the effectiveness of the marketing communications and the empirical analysis, based on the primary data collected. The concept of the marketing communication effectiveness assumes that there are variables that can have a positive influence on the effectiveness of marketing communications, which incorporates facets of the marketing communication strategy and bidirectional communications. The results suggest that Slovenian organisations which design and implement marketing communication strategy, also have more effective marketing communications. The development of marketing communications strategy was correlated with increased effectiveness of marketing communications in their organisation. Managerial implications are discussed along with directions for further research.
Ključne besede: marketing communication effectiveness, business-to-business markets, marketing communication strategy, bidirectional communication, integrated marketing communication
Objavljeno: 06.07.2017; Ogledov: 676; Prenosov: 298
.pdf Celotno besedilo (245,10 KB)
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5.
Can a company raise business success by using certain marketing communication activities?
Damijan Mumel, Nina Hočevar, Boris Snoj, 2007, kratki znanstveni prispevek

Opis: Companies use different marketing communication activities in order to communicate with their environment. Their decisions to use a specific activity are often the result of past experiences, habits or certain influences. Measurements related to the efficiency of their communication method, as well as the analysis concerning the effect of using a specific kind of marketing communication activity on different business success determinants are usually neglected. In this article, authors provide an analysis of a correlation between the use of a specific marketing communication activity and 13 different business success variables. Based on the research, it could be concluded that the net business result for the accounting period can be influenced by using printed advertisements in newspapers, radio commercials, press conferences, newsletters and sponsorship. Net return on assets showed a positive correlation with printed advertisements in newspapers and press conferences. Printed advertisements in newspapers and radio commercials have proved to influence net sales and, last but not least, authors discovered that the return on equity can be influenced by organizing press conferences and, by using leaflets, companies can expect to raise the net sales growth index.
Ključne besede: marketing, marketing communication, communication, performance, business performance, company, business
Objavljeno: 04.07.2017; Ogledov: 489; Prenosov: 82
.pdf Celotno besedilo (644,71 KB)
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Understanding the importance of internal integration and its implications for intercultural business communication
Darja Topolšek, Sara Orthaber, 2011, izvirni znanstveni članek

Opis: The extent to which relationships in organizations are co-operative depends on the level of internal integration between functional and departmental groups. These relationships become even more critical in international businesses as well as in geographically dislocated subsidiaries. Cultural characteristics and different factors which managr, facilitatr and/or hinder internal integration present the basis for studying internal integration of different functions. Therefore, the following paper discusses various theoriesof internal integration and its role in organizations. More specifically, it focuses on logistics and marketing functions and explores studies that have investigated and examined the levels of internal integration of logistics and marketing functions. With the objective to identify potential implications, high/low levels of internal integration may have on intercultural communication which occurs in international business practices, the most prominent cultural frameworks are presented to identify implications different levels of internal integration may have for intercultural communication, in particular between Slovenian companies and their foreign subsidiaries.
Ključne besede: internal integration, logistics function, marketing function, intercultural communication
Objavljeno: 05.06.2012; Ogledov: 1774; Prenosov: 15
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