Naslov
Web Site - One of the Key Tools of CRM System in Local Government Units

Autori
Rajko, Mladen ; Krajnović, Aleksandra ; Zdrilić, Ivica

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CRODMA - Hrvatska udruga za digitalni i interaktivni marketing - 1st Croatian Direkt Marketing Association Conference (1st CRODMA Conference 2016) - book of papers - Theme: Integrated Marketing - Challenges of Big Data Technology / - Varaždin : Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2016, 189-200

Skup
1st Croatian Direkt Marketing Association Conference (1st CRODMA Conference 2016) - Integrated Marketing - Challenges of Big Data Technology

Mjesto i datum
Varaždin, Hrvatska, 20.10.2016. - 21.10.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
public sector ; cities and municipalities ; CRM system in public sector ; digital marketing in the public sector ; Europe 2020th ; Istria County

Sažetak
In this paper, on the basis of primary research and the example of Istria County in Republic of Croatia, the authors propose a conceptual model of optimizing the content of webpages in local government units - cities and municipalities. The authors emphasize the thesis that the web site is one of the key "points of contact", and therefore much more than just a marketing tool, between public sector institutions and their customers - citizens. Therefore, the principles of creating their contents are specific. Web sites should primarily provide its customers with an overview of relevant information on the principles of transparency, clarity and ease of use. They should be attractive designed and offer the possibility of interactive communication. Web pages should be more than the tools for providing "user friendly" principle – they should encourage users to visits web site more frequently and provide relevant and usefull content which is easy to access. Therefore, the authors propose a model that should serve as a basis for creating a CRM system in local governments, in which the user (in this case a citizen) is in focus. Certainly it will help to include more actively the entities of local self-government in the construction of inclusive, sustainable and smart economy and society, as a primary priorities of the European Strategy 2020. In this process, the interactive digital marketing should play one of the key roll.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA