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UNIVERZITET U BIHAĆU
EKONOMSKI FAKULTET BIHAĆ
E-MARKETING STRATEGIJE I TAKTIKE
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AUTORIZIRANA PREDAVANJA
Dr. sc. Kenan Mahmutović
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E-marketing strategije i taktike dr. sc. Kenan Mahmutović
2. E-MARKETING
U ovom poglavlju govo! "# o $om# %$a j# $o #&ma'#$!(g) *#+!(!a "# (j#gova po,!-!ja u o'v!u #&$gov!(# ! #&po"lova(ja u %!#m "m!"lu ! *aj# "# 'a$a' p#gl#* !(+oma-!j"'o&'omu(!'a-!j"'!.$#.(olog!ja /IKT0 p!mj#(j!v!. u #&ma'#$!(gu1 P!mj#(om SOSTA2 mo*#la *#+!(!a "# "$a$#%'!
p!"$up #&ma'#$!(gu ! po'a,uj# po-#" a,voja #&ma'#$!(g "$a$#g!j# ! (j#(a !mpl#m#($a-!ja u pa'"! 'o, $a'$!3'u p!mj#(u a,l!3!$!. IKT&a1 Na 'aju "# a,ma$aju ! 4u*u5! $#(*ov! u ovojo4la"$!1
2.1. vo! u e-mar"etin#
U a"$u5oj glo4al(oj #'o(om!j!) #&$gov!(a ! #&po"lova(j# "u po"$al! (#op.o*(# 'ompo(#($# po"lov(# "$a$#g!j# 'ompa(!ja ! "(a6(! 'a$al!,a$o! #'o(om"'og a,voja u "v!j#$u1 I($#ga-!ja!(+oma-!j"'# ! 'omu(!'a-!j"'# $#.(olog!j# u !(+oma-!j"'o&'omu(!'a-!j"'u $#.(olog!ju /IKT0#volu-!o(a(o j# !,m!j#(!la o*(o"# u(u$a "am!. oga(!,a-!ja) 'ao ! o*(o"# m#7u oga(!,a-!jama !
poj#*!(-!ma1 P!mj#(a IKT u po"lova(ju *ov#la j# *o pov#5a(ja po*u'$!v(o"$!) omogu5!la v#5#
u'lju3!va(j# po$o%a3a) omogu5!la ma"ov(u p!lago*4u ! "ma(j!la $o%'ov# po"lova(ja1
P!j# (#go %$o *#+!(!amo pojmov# 'ao %$o "u #&po"lova(j#) #&$gov!(a ! #&ma'#$!(g) (#op.o*(o j#*a pvo *#+!(!a$! "am pojam !(+oma-!j"'o&'omu(!'a-!j"'# $#.(olog!j# ! *!g!$al(# $#.(olog!j#) $#(j#( u$j#-aj (a *a(a%(j# po"lova(j#) 4u*u5! *a j# (j#(a p!mj#(a u "amoj "6! #&po"lova(ja1
I(+oma-!j"'o&'omu(!'a-!j"'a $#.(olog!ja /IKT0 p#*"$avlja !($#ga-!ju $#l#'omu(!'a-!j"'!."!"$#ma /$#l#+o("'# l!(!j# ! 4#6!3(! "!g(al!0) 'ompju$#"'!. "!"$#ma ! au*!o&v!,ual(!. "!"$#ma) 'oj!omogu5uju 'o!"(!-!ma p!'uplja(j# !(+oma-!ja) (j!.ovu po.a(u) $a("m!"!ju ! ma(!pula-!ju/T#-.Tag#$) (*8 Fol*o-) (*01
Po* pojmom *!g!$al(# $#.(olog!j# *a(a" po*a,um!j#vamo "$va! popu$ 'ompju$#a !'ompju$#"'!. m#6a 'ao %$o "u !($a(#$!) #'"$a(#$ ! I($#(#$) 'oj# omogu5uju 3uva(j# ! p!j#(o"
po*a$a'a u *!g!$al(!m +oma$!ma /'o*ov! 9 ! :01
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I(+oma-!o(a $#.(olog!ja 'oja j# (aja*!'al(!j# pom!j#(!la "v!j#$ ! (ajv!%#*op!(!j#la!($#(a-!o(al!,a-!j! j# I($#(#$1 N! j#*(a $#.(olog!ja *o "a*a) u $a'o 'a$'om v#m#(u)(!j#o"$va!la 46! a,voj ! "(a6(!ju p!mj#(u o* I($#(#$a1 E'"plo,!ja I($#(#$a j#*(o"$av(ou%!o'v!# $a*!-!o(al!,ma) m!j#(ja "v!j#$ ! "$vaa (ov# pogl#*# ! mogu5(o"$! u (au-!)o4a,ova(ju)#'o(om!j!) *#mo'a$!j!) moalu) pol!$!-! ! !(*!v!*ual(om 6!vo$u ! po(a%a(ju"va'og poj#*!(-a 'oj!
'o!"$! ovu $#.(olog!ju1 I($#(#$ "# *a(a" "ma$a (o"!o-#m (ovog $ala"a*!g!$al(# #volu-!j#1 O( j#uj#*(o !(+a"$u'$u(a ! 'omu(!'a-!j"'a p#$po"$av'a 'o(-#p$a"vj#$"'# #'o(om"'# glo4al!,a-!j# !mo*#(og #&po"lova(ja1 I($#(#$ j# po"$ao #l#'$o("'! pu$u "v!j#$ 4#, ga(!-a) ! mogao 4! "#*#+!(!a$! 'ao !(+oma$!3'a !(+a"$u'$ua 'oja pov#,a(!m'ompju$#!ma o4#,4j#7uj#) 4#, o4,!a (av!j#m# ! po"$o) a,mj#(u a,l!3!$!. !(+oma$!3'!."a*6aja1
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Ra,voj#m I($#(#$a ! ;#4&4a,!a(!. $#.(olog!ja) a,l!'a !,m#7u $a*!-!o(al(!. $6!%$a ! glo4al(og#l#'$o("'og $6!%$a j# "v# ma(ja) p! 3#mu "# uma(juj# ,(a3aj o*#7#(!. *o"a*a%(j!.'o('u#($"'!. p#*(o"$! popu$ v#l!3!(# 'ap!$ala 'ompa(!j# !l! g#oga+"'# lo'a-!j#1
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j#*(o"$av(a)+u('-!o(al(a ! pa'$!3(a u 'o($#'"$u glo4al(og !(+oma-!j"'og m!lj#a ! (ovog#'o(om"'og o'u6#(ja1Sa #+#'$om davanja jednake šanse svima (#ov!"(o o v#l!3!(!) #&$gov!(a "ao*govaaju5om "$a$#g!jom ! pol!$!'ama omogu5uj# mal!m ! "#*(j# v#l!'!m 'ompa(!jama *a'o('u!aju v#5!m ! 4oga$!j!m 'o('u#($!ma1
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2.2. E-$os%ovan&e i e-tr#ovina
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8/17/2019 Skripta Predavanja E-marketing 2015