Pregled bibliografske jedinice broj: 591728
Effectiveness of the Direct Marketing as the Promotional Element of an Enterprise
Effectiveness of the Direct Marketing as the Promotional Element of an Enterprise // Economic integrations, competition and cooperation : Research monography = Intégrations économiques, concurrence et coopération : monographie de recherche / Kandžija, Vinko ; Kumar, Andrej (ur.).
Rijeka: Ekonomski fakultet Sveučilišta u Rijeci, 2010. str. 351-363
CROSBI ID: 591728 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Effectiveness of the Direct Marketing as the Promotional Element of an Enterprise
Autori
Gregurec, Iva ; Brodar, Kristina
Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni
Knjiga
Economic integrations, competition and cooperation : Research monography = Intégrations économiques, concurrence et coopération : monographie de recherche
Urednik/ci
Kandžija, Vinko ; Kumar, Andrej
Izdavač
Ekonomski fakultet Sveučilišta u Rijeci
Grad
Rijeka
Godina
2010
Raspon stranica
351-363
ISBN
978-953-6148-93-6
Ključne riječi
mobile marketing, SMS messaging, promotional channel, direct marketing, small and medium-sized enterprises (SMEs), young population stands
Sažetak
The paper deals with standing of young population about the SMS messaging as an element of direct marketing advertising of small and medium-sized enterprises (SMEs). This issue is of great importance for Croatian SMEs who want to be competitive with SMEs in EU who have already gradually accepted this promotional channel. First part of the article explores recent literature on the subject, and afterwards the results of the research are presented. The research shows that examined population (Students of Faculty of Organization and Informatics, University of Zagreb - FOI) is not enthusiastic about SMS advertising. But, certain potential exists because they like and easily accept innovative products and services and about third of them is still indifferent of the idea of receiving SMS ads which could be changed. This way, SMS advertising could become prosperous channel of promotion for SMEs in Croatia.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti
Napomena
Rad je kao predavanje uz međunarodnu recenzije prezentiran na skupu 7th International Conference "Economic Integration, Competition and Cooperation", održanom od 01.-04.04.2009., Opatija, Hrvatska ; objavljen u Knjizi sažetaka, a puti tekst rada na CD-u ; Vinko Kandžija i Andrej Kumar (ur.) ; Rijeka : Faculty of economics, 2009. ; 13 str. ; ISBN 978-953-6148-82-0
POVEZANOST RADA
Projekti:
016-0000000-1730 - Međuzavisnost liberalizacije poštanskog tržišta i izravnog marketinga (Dvorski, Stjepan, MZOS ) ( CroRIS)
016-0161711-1735 - Utjecaj generičkih čimbenika na strukturu i učinkovitost organizacijskih oblika (Cingula, Marijan, MZOS ) ( CroRIS)
Ustanove:
Fakultet organizacije i informatike, Varaždin
