20.500.12556/DKUM-19263 VPLIV MARKETINŠKEGA INFORMACIJSKEGA SISTEMA NA USPEŠNOST KOMUNIKACIJSKIH KAMPANJ (ŠTUDIJA PRIMERA: UNICEF SLOVENIJA - THE INFLUENCE OF MARKETING INFORMATION SYSTEM ON PUBLIC COMMUNICATION CAMPAINGS' SUCCESS (CASE STUDY: UNICEF SLOVENIJA- Industrializacija je prinesla številne spremembe, ki so terjale napredek v znanosti in posledično razvoj medijev oziroma množičnega komuniciranja. Z nastankom kolonizacijske ekspedicije so se narodi začeli srečevati z ljudstvi, ki po njihovem prepričanju niso bili na enaki razvojni stopnji, in to je vodilo v poseganje v »neznančev« razvojni tok ter vsiljevanje tujega načina življenja, s čimer so povzročili več škode kot koristi. Mnogo kasneje se je Evropa znašla v vrvežu in pohlepu 2. svetovne vojne, ki je sicer pomenila oblikovanje svetovnega razmerja sil, in ZDA so si prizadevale za pomoč nerazvitim državam. Seveda zaradi gospodarskega in političnega interesa. Po mnenju številnih teoretikov je odvisnost med silami le pretveza za ohranjanje obstoječega stanja, iz katerega izhajajo predvsem gospodarske in politične koristi. Vendar kljub vsemu so različni zgodovinski mejniki človeštva prinesli tudi številne prednosti in priložnosti za razvoj ter podporo komunikacije v nerazvitem svetu naše oble. Ob koncu šestdesetih let je ameriška vojska odkrila prednosti in možnosti računalniških povezav, a tedaj prav gotovo še nihče ni slutil, da se bo to omrežje tako hitro razširilo. Včasih je bil tok informacij zelo preprost, z analogijo: kot potok ali reka z malo pritoki. Danes velja ravno nasprotno – soočamo se z razburkanim oceanom informacij, ki se nenehno širi in prestopa bregove. Prebivalci Zemlje vsak dan v povprečju ustvarimo približno 15 petabajtov podatkov, kar je približno osemkrat več informacij, kot jih premorejo vse knjižnice v ZDA. Obvladovanje podatkov in izločanje relevantnih informacij se strmo vzpenjata po seznamu prioritet posameznega podjetja. Poslovna analitika ni več zgolj visokoleteča besedna zveza. Je ena ključnih sestavin uspešnega poslovanja. Prihodnost pač poznajo tisti, ki jo ustvarjajo. Z natančnimi in pravilnimi informacijami. In prihodnost smo spremenili v Sloveniji, za ruandske otroke z ulic. Z vsemi razpoložljivimi resursi (informacije, podatki, tehnologija, znanje in posamezniki), ob podpori marketinško informacijskega sistema in strateškim pristopom pri celoviti komunikaciji smo zasledovali zastavljene cilje, se vtisnili v spomin številnim Slovencem in zasnovali uspešno komunikacijsko kampanjo, preko katere smo omogočili lepši dan marsikateremu otroku v Ruandi. Industrialization has brought many changes that called for progress in science and the consequent development of media and mass communication. With the creation of colonization expedition nations started to meet with the people according with their beliefs were not at the same developmental stage and that has led to interference with "strangers" development flow and enforcing a foreign way of life. Thereby this caused more harm than good. Much later, Europe was in a maze and greed of World War II, which meant the creation of the global relationship of forces and the U.S. have struggled to help underdeveloped countries. Of course, because of the economical and political interest. According to many theorists, the relationship between the forces as a pretext for maintaining the status quo that produced the particular economic and political benefits. However, despite all the various historical landmarks of mankind have brought many benefits and opportunities for development and support of communications in the developing world, our planet. At the end of the sixties, the U.S. military discovered the benefits and potential of computer connections, but then surely no one had suspected that this network will expand so rapidly. Sometimes the flow of information is very simple, with an analogy: as a stream or river with few tributaries. Today the reverse is true - we are confronted with a turbulent ocean of information that is constantly expanding and overflows its banks. Residents of the earth every day, on average, generate about 15 peta bytes data, which is about eight times more information than you have the all the libraries in the U.S. Data management and extraction of relevant information is rapidly climbing the list of priorities of the firm. The business analyst is no longer just tious phrase. It is one of the key components of successful business. The future just knows the one who is generating it. With accurate and correct information. And we have changed the future in Slovenia, for the Rwandan children on the streets. With all the available resources (information, data, technology, expertise and individuals), with the support of marketing information system and strategic approach to overall communication goals we pursued, engraved in the memory of many Slovenes and devised a successful communication campaign through which we made a nicer day for many children in Rwanda. marketinški informacijski sistem komunikacijska kampanja marketing podatki in informacije za odločanje v marketingu marketing information system communication campaign marketing data and information for decisions in marketing true true false [B. Žejn] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2011-06-30 17:44:27 2011-09-20 09:39:57 2022-04-13 15:13:54 2023-12-25 03:13:12 2011 0 Ljubljana 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.2 10770460 URN:SI:UM:DK:ADNU9JFW MAG_Zejn_Barbara_2011.pdf MAG_Zejn_Barbara_2011.pdf 1 DB2B3C4FD2E2750228F83F473EA742B6 6ae1b1a2d6123b11f6c2a6f4fb3cf68649c1f0f17c16f4b55de88a6c9aabc6e7 553f6380-7c05-11eb-bb7a-00155d0001ca 20.500.12556/dkum/99dabd5b-e4fa-4414-b0ca-f2d33a76b2c0 https://dk.um.si/Dokument.php?lang=slv&id=23222 Ekonomsko-poslovna fakulteta 0 0 0