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master's thesis
MARKETINŠKI TRENDOVI U BUDUĆNOSTI
2019. urn:nbn:hr:180:356420
Štimac, Ivan
Zagreb School of Business

Cite this document

Štimac, I. (2019). MARKETINŠKI TRENDOVI U BUDUĆNOSTI (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:356420

Štimac, Ivan. "MARKETINŠKI TRENDOVI U BUDUĆNOSTI." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:356420

Štimac, Ivan. "MARKETINŠKI TRENDOVI U BUDUĆNOSTI." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:356420

Štimac, I. (2019). 'MARKETINŠKI TRENDOVI U BUDUĆNOSTI', Master's thesis, Zagreb School of Business, accessed 14 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:356420

Štimac I. MARKETINŠKI TRENDOVI U BUDUĆNOSTI [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 April 14] Available at: https://urn.nsk.hr/urn:nbn:hr:180:356420

I. Štimac, "MARKETINŠKI TRENDOVI U BUDUĆNOSTI", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:356420

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Metadata
TitleMARKETINŠKI TRENDOVI U BUDUĆNOSTI
Title (english)Marketing trends in the future
AuthorIvan Štimac
MentorNenad Vertovšek (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberTanja Grmuša (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tehnološki razvoj je proces koji ostavlja trag na čitav svijet i na naše poimanje istog. Brojni digitalni alati već duže vrijeme utječu na marketing, koji se od svoje prve definicije od strane Philipa Kotlera u 1980. godini do danas bitno transformirao. Online povezanost i društvene mreže nude prilike današnjim marketingašima u analizi potrošača i provedbi marketinških kampanja. Okruženi smo pojmovima kao što su umjetna inteligencija, virtualna stvarnost i blockchain tehnologija, no definicije i mogućnosti implementacije spomenutih tehnologija nisu široko rasprostranjene u društvu. Smatram kako na sve možemo gledati kao na proces koji se stalno ažurira. Prema tome, važno je biti osviješten o trenutnom stanju, te kroz metode promatranja i analize, uz dozu kreativnosti, iskoristiti tehnološke mogućnosti u marketingu. Navedene tehnologije otvaraju prostor za kreativnu stranu marketinškog odjela jer je kreativnost nešto što nama ljudima leži. To se pokazalo kroz razna djela znanstvene fantastike, koja su poslužila kao inspiracija kreatorima današnjih tehnologija, a koja su prije bila čista fikcija. Smatram kako svako mišljenje mora biti zasnovano na informacijama. Iz tog razloga se prilikom pisanja ovog rada nisam vodio predviđanjem, već promatranjem realne slike tehnološkog napretka i mogućnostima iskorištavanja u marketingu. Sa psihološke strane, razna su istraživanja pokazala koliki učinak tehnologija ima na društvo i koliko njezina implementacija zapravo pomaže prilikom korištenja ljudskih vještina u budućnosti, među kojima su emotivnost i kreativnost. Smatram kako su ove vrijednosti, uz otvorenost uma, temelj uspjeha budućih marketinških stručnjaka.
Abstract (english)
Technological development is a process that leaves a mark on the whole world and our understanding of it. Numerous digital tools have been influencing marketing for a long time, which since its first definition by Philip Kotler in 1980. has been transformed significantly. Online connectivity and social networks provide opportunities for today's marketers in consumer analysis and marketing campaigns. We are surrounded by concepts such as artificial intelligence, virtual reality and blockchain technology, but the definitions and implementation possibilities of these technologies are not widespread in society. I think we can look at everything as a process that is constantly updating. Therefore, it is important to be aware of the current situation and to utilize technological opportunities in marketing through methods of observation and analysis, with a dose of creativity. These technologies leave opportunities for the creative side of the marketing department, because creativity is something that humans are naturally good at. This has been demonstrated through various works of science fiction, which have served as inspiration for creators of today's technologies, which were previously pure fiction. I was not guided by predictions, but by observations of real technological progress and the potential for exploitation in marketing. Psychologically, various studies have shown the impact that technology has on society and how much its implementation actually gives importance to the use of human skills in the future, including emotionality and creativity. I believe these values, as well as an open mind, are at the heart of the success of future marketers.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:356420
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-12-02 13:42:24