Naslov
E-integrated Marketing Communication of Micro Enterprises

Autori
Bušić, Bruno ; Štavlić, Katarina ; Lacković, Krešimir

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

Izvornik
Proceedings of the 32nd DAAAM International Symposium / Katalinic, Branko - Beč : DAAAM International Vienna, 2021, 0439-0445

ISBN
978-3-902734-33-4

Skup
32nd DAAAM International Symposium

Mjesto i datum
Beč, Austrija; online, 28.10.2021. - 29.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Technology ; Marketing communication ; Information and communication process ; Micro-enterprise

Sažetak
The subject of research in this paper are micro- enterprises as important factors of any national economy. The importance of small and micro- enterprises was determined, and the process of e- integrated marketing communication was defined using methods of analysis and synthesis and empirical and modelling methods. The research aims to determine the characteristics of micro- enterprises in the national economy and define the marketing process using information technologies. In micro-enterprises, the owner is the manager and thus the bearer of all creative and managerial business responsibilities, even in marketing. Accordingly, the organization of integrated marketing is defined first, and then, based on the researched possibilities of Internet technologies, integrated marketing communication as an organizational model for the efficient conduct of the process. In this way, it is possible to conduct marketing activities with minimal costs in a micro company.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA