Pregled bibliografske jedinice broj: 886636
The use of the extent of integrated marketing communications in the affirmation of ITS services
The use of the extent of integrated marketing communications in the affirmation of ITS services // International Conference on Traffic Development, Logistics and Sustainable Transport 2017
Zagreb: Fakultet političkih znanosti Sveučilišta u Zagrebu, 2017. (pozvano predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 886636 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
The use of the extent of integrated marketing communications in the affirmation of ITS services
Autori
Mandžuka, Bia ; Jurčević, Marinko
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
International Conference on Traffic Development, Logistics and Sustainable Transport 2017
/ - Zagreb : Fakultet političkih znanosti Sveučilišta u Zagrebu, 2017
Skup
International Conference on Traffic Development, Logistics and Sustainable Transport 2017
Mjesto i datum
Opatija, Hrvatska, 01.06.2017. - 02.06.2017
Vrsta sudjelovanja
Pozvano predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Marketing visokih tehnologija ; Inteligentni transportni sustavi (ITS) ; intergirane marketinške komunikacije
(High-tech marketing ; Intelligent Transport Systems (ITS) ; ITS services ; integrated marketing communications)
Sažetak
In the dynamic and intensive market of high technology, there are specific problems and challenges for which the traditional marketing doesn’t have adequate answers. This made the upgrade of traditional “technologically-economic” approach necessary in the form of the strong synergy of marketing and innovative technologies. The disciplines to which technological marketing is particularly close are technical disciplines, with a specifically strong focus on disciplines of traffic technologies. To this effect, in the last twenty years, Intelligent Transport Systems have arisen as an innovative concept of solving traffic difficulties, with special advantage in applying this intelligent characteristic to high technologies. The new generation of clients represents a great challenge. In the absence of marketing communication directed to end users, innovative product/service could be left unusable. Because of that, it is necessary to apply and integrated marketing communication tools. With this approach, it is possible to attract attention and influence the behavior of targeted groups of users.
Izvorni jezik
Engleski
Znanstvena područja
Tehnologija prometa i transport
POVEZANOST RADA
Ustanove:
Fakultet prometnih znanosti, Zagreb
