Naslov
Business Practices of Marketing Agencies in Croatia

Autori
Fraculj, Mario ; Šebek, Vanja ; Drašković, Nikola

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

Izvornik
MIPRO 2021 : 44th International Convention : Proceedings / Skala, Karolj - Rijeka : Hrvatska udruga za informacijsku i komunikacijsku tehnologiju, elektroniku i mikroelektroniku - MIPRO, 2021, 1599-1603

Skup
44th International Convention on Information and Communication Technology, Electronics and Microelectronics (MIPRO 2021) ; Computer in Education (CE 2021)

Mjesto i datum
Opatija, Hrvatska, 27.09.2021. - 01.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing communications industry ; marketing agencies ; communication trends ; digital marketing

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti, Interdisciplinarne društvene znanosti

POVEZANOST RADA