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Digitalno trženje v živilsko predelovalni industrijiTrančar, VesnaPrispevek se osredotoča na digitalno oglaševanje največjih podjetij v Sloveniji, ki se ukvarjajo s proizvodnjo in trženjem živilsko predelovalnih izdelkov trgovinam na debelo, trgovinam na drobno in ... končnim potrošnikom. Prispevek v teoretičnem delu zajema pomen marketinga, sodobne marketinške upravljavce in oblike digitalnega oglaševanja, v raziskovalnem delu pa odgovarja na raziskovalna vprašanja, povezana z digitalnim oglaševanjem slovenskih podjetij, ki se ukvarjajo z živilsko predelovalno industrijo. Pridobljeni podatki, pridobljeni s spletno anketo, izpeljano med najuspešnejšimi slovenskimi proizvajalci hrane, nam dajejo odgovore na zastavljena vprašanja: katerih digitalnih oglaševalskih mest se izbrana podjetja poslužujejo, kateri obliki digitalnega oglaševanja namenjajo največjo pozornost, koliko sredstev so podjetja v zadnjih treh letih vložila v digitalno trženje in ali merijo tudi donosnost digitalnega oglaševanja. Prispevek prikazuje, kako pomembno je danes digitalno oglaševanje ter kako ažurnost novih znanj in spretnosti tovrstnega oglaševanja vpliva na doseganje zastavljenih poslovnih ciljev.Source: Živilstvo in prehrana danes in jutri 20 : zbornik : svetovni dan hrane, 16. oktober 2021 (Str. 56-65)Type of material - article, component part ; adult, seriousPublish date - 2021Language - slovenianCOBISS.SI-ID - 83387395
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Trančar, Vesna | 91168 |
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