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master's thesis
Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj
2021. urn:nbn:hr:162:358115
Zdrilić, Lucija
University of Zadar
Department of Economics

Cite this document

Zdrilić, L. (2021). Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:358115

Zdrilić, Lucija. "Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj." Master's thesis, University of Zadar, 2021. https://urn.nsk.hr/urn:nbn:hr:162:358115

Zdrilić, Lucija. "Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj." Master's thesis, University of Zadar, 2021. https://urn.nsk.hr/urn:nbn:hr:162:358115

Zdrilić, L. (2021). 'Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj', Master's thesis, University of Zadar, accessed 28 December 2024, https://urn.nsk.hr/urn:nbn:hr:162:358115

Zdrilić L. Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj [Master's thesis]. Zadar: University of Zadar; 2021 [cited 2024 December 28] Available at: https://urn.nsk.hr/urn:nbn:hr:162:358115

L. Zdrilić, "Novi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj", Master's thesis, University of Zadar, Zadar, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:162:358115

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Metadata
TitleNovi marketinški modeli u bankarstvu na odabranim primjerima banaka u Republici Hrvatskoj
Title (english)New marketing models in banking on selected examples of banks in the Republic of Croatia
AuthorLucija Zdrilić
MentorAleksandra Krajnović (mentor)
Committee memberMladen Rajko (predsjednik povjerenstva)
Committee memberAleksandra Krajnović (član povjerenstva)
Committee memberJurica Bosna (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2021-10-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ubrzani razvoj informacijsko-komunikacijske tehnologije sa sobom nosi brojne prednosti, kako za poduzeća, tako i za financijske institucije. Danas je lakše no ikad doprijeti do ciljnih kupaca i prenijeti im informacije o ponudi proizvoda i usluga, stupiti s njima u kontakt i dobiti cjelokupan uvid u njihove stavove, razmišljanja, iskustva, potrebe i želje. Korištenjem interneta i društvenih mreža potrošači postaju sve više informirani, znaju što žele i znaju kako to pronaći. Na dnevnoj osnovi, milijuni ljudi diljem svijeta razmjenjuju svoja iskustva, komuniciraju, dijele različite sadržaje i recenziraju proizvode i poduzeća. Taj trend pokrenuo je i stvaranje novih digitalnih marketinških modela koje banke diljem svijeta uspješno primjenjuju. Analiziranjem RBA, OTP i Addiko banke ustanovljeno je kako svaka na sebi svojstven način uspješno koristi potencijale digitalnog marketinga u čemu prednjači OTP banka, koja je za razliku od ostalih analiziranih banaka koje koriste tradicionalni oblik gamifikacije, u svoju marketinšku strategiju implementirala gamifikaciju koja se sastoji od kvizova i ispunjavanja izazova.
Abstract (english)
With accelerated development of information and communication technology comes numerous advantages, both for companies and financial institutions. Today, it is easier than ever to reach the target customers and convey information about the offer of products and services, get in touch with them and get a complete insight into their attitudes, thoughts, experiences, needs and desires. By using the internet and social networks, consumers are becoming more informed, they know what they want and know how to find it. On a daily basis, millions of people around the world share their experiences, communicate, share a variety of content, and review products and businesses. This trend has also triggered the creation of new digital marketing models that banks around the world are successfully applying. Analyzing RBA, OTP and Addiko bank, it was established that each of them successfully uses the potentials of digital marketing in its own way, led by OTP bank, which, unlike other analyzed banks that use the traditional form of gamification, has implemented gamification in its marketing strategy wich contains quizzes and meeting challenges.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:358115
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-12 10:04:58