FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Potenciali opisne analize omrežij za trženjsko načrtovanje na internetuKropivnik, Samo ; Kejžar, Nataša, 1976-Internet kot sodobni komunikacijski kanal ponuja trženjskemu komuniciranju veliko možnosti, ki pa prinašajo pozitivne učinke, le če upoštevamo njegove posebnosti. V našem prispevku nadgradimo ... tradicionalne pristope za merjenje interneta z izsledki uporabe metod opisne analize omrežij. Cilj je dopolniti podatke o dosegu (angl. reach) z razumevanjem povezav med obiskovalci spletnih mest. Vizualizacija vzorcev pregledovanja omrežja, skupine strukturno enakovrednih spletnih mest in izračuni verjetnosti pregledovanja za te skupine celovito opišejo povezave med obiskovalci v celotnem nacionalnem omrežju komercialnih spletnih mest v Sloveniji jeseni 2006. Šele te informacije omogočijo učinkovitejše trženjsko komuniciranje na internetu, zgolj s prikazi dosega pa jih zanemarimo, čeprav jih neobdelani podatki za izračunavanje dosega vsebujejo.Source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 48, št. 1, jan.-feb. 2011, str. 45-69)Type of material - article, component partPublish date - 2011Language - slovenianCOBISS.SI-ID - 30182237
Author
Kropivnik, Samo |
Kejžar, Nataša, 1976-
Topics
Analiza omrežij |
Network analysis |
Bločno modeliranje |
Blockmodeling |
Internet |
Internet |
Tržno komuniciranje |
Marketing communication
source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 48, št. 1, jan.-feb. 2011, str. 45-69)
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Kropivnik, Samo | 11482 |
Kejžar, Nataša, 1976- | 24344 |
Source: Personal bibliographies
and: SICRIS
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