Business Practices of Marketing Agencies in Croatia (CROSBI ID 709604)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Fraculj, Mario ; Šebek, Vanja ; Drašković, Nikola
engleski
Business Practices of Marketing Agencies in Croatia
Marketing communications represent an important segment of the creative industries with a number of economic and wider social contributions. In addition to advertisers and the media, marketing agencies are key players in this rapidly changing industry affected by technology and growth of interactive digital communications. Given the growing role of communication and the fact that the last relevant research on marketing agencies was conducted in 2014 by the Croatian Association of Communication Agencies (HURA), the authors launched a study using a mixed- method approach. First, a qualitative survey was conducted using in-depth interviews with directors of marketing agencies, followed by a quantitative survey with a questionnaire. The results of the research showed that Croatian marketing agencies are increasingly providing digital advertising services and often hire freelancers with specialized knowledge and skills for their projects. When hiring, they pay the greatest attention to the motivation of candidates, general competencies and soft skills such as communication skills, teamwork and problemsolving. After a long period, this research provides a systematic insight into the business practices of marketing agencies and communication trends.
marketing communications industry ; marketing agencies ; communication trends ; digital marketing
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Podaci o prilogu
1599-1603.
2021.
objavljeno
10.23919/MIPRO52101.2021.9596985
Podaci o matičnoj publikaciji
MIPRO 2021 : 44th International Convention : Proceedings
Skala, Karolj
Rijeka: Hrvatska udruga za informacijsku i komunikacijsku tehnologiju, elektroniku i mikroelektroniku - MIPRO
1847-3938
1847-3946
Podaci o skupu
MIPRO 2021
predavanje
27.09.2021-01.10.2021
Opatija, Hrvatska
Povezanost rada
Ekonomija, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti