20.500.12556/DKUM-58247 Strategija uporabe poslovnih družbenih omrežij za trženje trajnostno naravnanih izdelkov Strategy for the use of professional social media networks for marketing of sustainable products V nalogi je predstavljen razvoj nove digitalne trženjske strategije za podjetje Knauf Insulation, kjer smo v središče postavili progresivno uporabo izbranih spletnih poslovnih družbenih omrežij in njeno implementacijo v praksi. V magistrski nalogi so poleg modela in strategije opisani tudi vsi potrebni koraki za uvedbo nove trženjske strategije, tako da je model enostavno uporabiti tudi v drugih podjetjih. Temeljni doprinos predstavlja nov, izviren model vhodnega marketinga, ciljno usmerjenega na ključne odločevalce (B2D, angl. Business to Decision Maker). Model je v celoti podprt s komunikacijsko strategijo prek spletnih družbenih poslovnih omrežij. Namesto na končne kupce novi model cilja na ključne odločevalce, ki so najpomembnejši element v velikem številu nabavnih procesov na medorganizacijskih trgih. This thesis reveals new digital marketing strategy developed specifically for company Knauf Insulation. The strategy’s central focus is progressive implementation of carefully selected on-line business related social media and the implementation of strategy in real life. The thesis presents new business model in combination with marketing strategy including all necessary steps needed for its successful implementation. This provides extra value to the entire thesis as all the findings can be easily transferred and used with other companies and even within different industries. Key finding is new innovative inbound marketing model which targets key decision makers rather than final customers. The new Business to Decision Maker (B2D) inbound marketing model is based solely on on-line social media communication strategy and instead of communicating with final customers rather educates key decision makers which are key element on B2B market. spletna družbena omrežja vhodni marketing usmerjen na ključne odločevalce ključni odločevalci social media business to decision markers inbound marketing key decision makers true true false Slovenski jezik Angleški jezik Magistrsko delo/naloga 2016-04-12 10:01:52 2016-06-22 10:40:36 2022-06-16 03:07:31 2019-07-11 10:33:11 2016 0 Kranj 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7614227 URN:SI:UM:DK:KR7GMTEV MAG_Sumi_Jure_2016.pdf MAG_Sumi_Jure_2016.pdf 1 9A366BBA045D571BAC9BED66CEF744ED 68cc222297a78e4a841bb4ecceb4bad08624685a494e41e6793cc3eed197cdbf 0d06a5d1-7c0c-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=88439 Fakulteta za organizacijske vede 0 0 0