{"id":7451,"date":"2011-12-30T13:21:51","date_gmt":"2011-12-30T13:21:51","guid":{"rendered":"https:\/\/webknjizara.hr\/?product=marketing-i-baze-podataka-damir-dobrinic"},"modified":"2025-03-10T15:56:38","modified_gmt":"2025-03-10T14:56:38","slug":"marketing-i-baze-podataka-damir-dobrinic","status":"publish","type":"product","link":"https:\/\/webknjizara.hr\/en\/proizvod\/marketing-i-baze-podataka-damir-dobrinic\/","title":{"rendered":"MARKETING I BAZE PODATAKA, Damir Dobrini\u0107"},"content":{"rendered":"<div style=\"text-align: justify;\">\u00a0<\/div>\n<div style=\"text-align: justify;\"><strong>Sa\u017eetak:<\/strong><\/div>\n<div style=\"text-align: justify;\">\u00a0<\/div>\n<div style=\"text-align: justify;\">Vrlo je mali broj poslovnih subjekata koji danas ne raspola\u017eu odre\u0111enim podacima ili informacijama o svojem tr\u017ei\u0161tu. Me\u0111utim, fizi\u010dko posjedovanje podataka ne uvjetuje i svjesnost posjedovanja u smislu njihove eksploatacije, a s ciljem stjecanja konkurentnih prednosti. Niz djelatnosti ni danas, unato\u010d tehni\u010dkoj opremljenosti i postoje\u0107im prodajno-komunikacijskim procesima nakon izvr\u0161enog osnovnog kupoprodajnog procesa vi\u0161e uop\u0107e ne koristi (ve\u0107 prikupljene) podatke visoke vrijednosti.<\/div>\n<div style=\"text-align: justify;\">Rast konkurencije, smanjivanje tr\u017ei\u0161nih udjela, gubitak lojalnosti i odlazak kupaca tra\u017ee promjenu marketin\u0161ke strategije, \u017eele strategiju koja \u0107e omogu\u0107iti uspostavu trajnije i vjerodostojnije veze s kupcima &#8211; temelja izgradnje lojalnosti i privr\u017eenosti postoje\u0107ih, ali i privla\u010denja novih kupaca. Strategija koja \u0107e to omogu\u0107iti zahtijeva posjedovanje relevantnih i to\u010dnih informacija o svakom kupcu ponaosob, tra\u017ei organizirane i dobro vo\u0111ene baze podataka o kupcima.<\/div>\n<div style=\"text-align: justify;\">Cilj izgradnje i posjedovanja baza podataka o kupcima predstavlja eksploataciju, odnosno uporabu tih podataka radi stvaranja profitabilne povezanosti s vlastitim kupcima. Baze omogu\u0107avaju uspostavu trajnije veze pra\u0107enja kupaca, ali i odgovore na niz vrlo bitnih pitanja (tipa: Tko su na\u0161i kupci? \u0160to kupuju? Koje su njihove preferencije?&#8230;), s ciljem uspostave dijaloga.<\/div>\n<div style=\"text-align: justify;\">Postupak eksploatacije baza podataka kori\u0161tenjem razli\u010ditih tehnika usmjerenih stvaranju modela pona\u0161anja kupaca\/klijenata, kao podloge odabira kupaca za vi\u0161e oblike komuniciranja personaliziranim marketin\u0161kih programa, provodi se u sklopu marketinga baze podataka.\u00a0 <br \/>Marketing baze podataka \u010desto se smatra bitnim dijelom analiti\u010dkog CRM-a, a obuhva\u0107a marketin\u0161ke tehnike koje koriste baze podataka s ciljem uspostave izravne personalizirane komunikacije. Osnovni zadatak je oboga\u0107ivanje informacija o kupcima te kori\u0161tenje analiti\u010dkih metoda za ciljanje kupaca u marketin\u0161ke svrhe, pri \u010demu marketing baze podataka uklju\u010duje: segmentiranje kupaca, profiliranje kupaca, zadr\u017eavanje kupaca, vrednovanje kupaca, vezanu prodaju i uve\u0107anje prodaje.<\/div>\n<div style=\"text-align: justify;\">Prema Hughesu, postoji \u010dak 24 razli\u010ditih tehnika \u0161to ih marketing baze podataka mo\u017ee koristiti s ciljem pove\u0107anja profitabilnosti baza (odre\u0111ivanje \u017eivotne vrijednosti kupaca, RFM analiza, zadr\u017eavanje kupaca, kreiranje vjernosti kupaca, komunikacija s kupcima, dodavanje podataka, higijena baza, segmentacija kupaca u bazama, kreiranje predvi\u0111ajnih modela, kreiranje i kori\u0161tenje relacijskih baza podataka, kori\u0161tenje mobilnih ure\u0111aja, internet stranica, e-po\u0161te &#8230;). Ve\u0107ina tih tehnika obra\u0111uje se u poglavljima ove knjige.<\/p>\n<p><strong>Bilje\u0161ka o autoru\/autorici: <\/strong><\/div>\n<div style=\"text-align: justify;\">\u00a0<\/div>\n<div style=\"text-align: justify;\"><strong>Urednik fakultetskog ud\u017ebenika:<\/strong> Damir Dobrini\u0107<br \/><strong>Autori:<\/strong> Sa\u0161a Barbir, Neven Bosilj, Damir Dobrini\u0107, Sandro Geri\u0107, Iva Gregurec, \u017deljko Hutinski, Valentina Kirini\u0107, Miroslav Mandi\u0107, Renata Mekovec, Miroslav Mili\u010di\u0107, Kornelije Rabuzin, Igor Tomi\u010di\u0107, Tihomir Vrane\u0161evi\u0107<\/p>\n<p><strong>Klju\u010dne rije\u010di:<\/strong> Marketing baze podataka, marketin\u0161ko upravljanje bazama podataka, baze podataka, internetski marketing, mobilni marketing, CRM, upravljanje odnosima s kupcima, privatnost kupaca, izravni marketing, rudarenje podacima<\/p>\n<p><strong>Link:<\/strong> <a href=\"http:\/\/www.foi.unizg.hr\">FOI &#8211; UNIZG.HR<\/a><br \/><strong>E-mail:<\/strong> <a href=\"mailto:damir.dobrinic@foi.hr\">Damir Dobrini\u0107<\/a><\/p>\n<p><strong>Naslov:<\/strong> Marketing i baze podataka<br \/><strong>Autor:<\/strong> Damir Dobrini\u0107<br \/><strong>Broj stranica:<\/strong> 352<br \/><strong>Nakladnik:<\/strong> FAKULTET ORGANIZACIJE I INFORMATIKE<br \/><strong>Godina izdanja:<\/strong> 2011.<br \/><strong>ISBN:<\/strong> 978-953-6071-34-0<br \/><strong>Tisak:<\/strong> digitalni tisak knjiga &#8211; print na zahtjev\u00a0<\/p>\n<hr \/>\n<p style=\"text-align: justify;\"><strong>Kako naru\u010diti knjigu?\u00a0<\/strong>Proces online kupovine jednako funkcionira za sve kupce, s jedinom razlikom u tome \u0161to \u0161to kupci iz inozemstva za podru\u010dje dostave moraju odabrati &#8220;Europa&#8221; ili &#8220;Ostale zemlje svijeta&#8221;, a za vrstu pla\u0107anja WSPay (kreditna kartica) ili Virmanom (bankovni transfer).<\/p>\n<p style=\"text-align: justify;\">Molimo kliknite ovdje za\u00a0<a href=\"hr\/kako-kupovati\" target=\"_blank\" rel=\"noopener noreferrer\">detaljni vodi\u010d kroz proces narud\u017ebe<\/a>\u00a0ili nas\u00a0<a href=\"hr\/kontakt\" target=\"_blank\" rel=\"noopener noreferrer\">kontaktirajte<\/a>\u00a0za vi\u0161e informacija.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00a0 Sa\u017eetak: \u00a0 Vrlo je mali broj poslovnih subjekata koji danas ne raspola\u017eu odre\u0111enim podacima ili informacijama o svojem tr\u017ei\u0161tu. Me\u0111utim, fizi\u010dko posjedovanje podataka ne uvjetuje i svjesnost posjedovanja u smislu njihove eksploatacije, a s ciljem stjecanja konkurentnih prednosti. Niz djelatnosti ni danas, unato\u010d tehni\u010dkoj opremljenosti i postoje\u0107im prodajno-komunikacijskim procesima nakon izvr\u0161enog osnovnog kupoprodajnog procesa [&hellip;]<\/p>\n","protected":false},"featured_media":7452,"comment_status":"open","ping_status":"closed","template":"","meta":{"_acf_changed":false},"product_brand":[],"product_cat":[1539],"product_tag":[],"class_list":["post-7451","product","type-product","status-publish","has-post-thumbnail","product_cat-sveucilisni-udzbenici-i-prirucnici","pa_nakladnik-fakultet-organizacije-i-informatike","first","instock","shipping-taxable","purchasable","product-type-simple"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MARKETING I BAZE PODATAKA, Damir Dobrini\u0107 - Web-knji\u017eara<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/webknjizara.hr\/proizvod\/marketing-i-baze-podataka-damir-dobrinic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MARKETING I BAZE PODATAKA, Damir Dobrini\u0107 - Web-knji\u017eara\" \/>\n<meta property=\"og:description\" content=\"\u00a0 Sa\u017eetak: \u00a0 Vrlo je mali broj poslovnih subjekata koji danas ne raspola\u017eu odre\u0111enim podacima ili informacijama o svojem tr\u017ei\u0161tu. 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