20.500.12556/DKUM-79306 Booking kot nova digitalna marketinška pot Booking as new digital marketing channnel Marketinška pot označuje pot proizvodov (otipljivega blaga in neotipljivih storitev) od kraja proizvodnje do mesta porabe (od proizvajalcev/ponudnikov do kupcev/potrošnikov). V hitro spreminjajočem se okolje se pod vplivom razvoja sodobne tehnologije spreminjajo tudi marketinške poti. V magistrski delu bomo predstavili tradicionalne in sodobne marketinške poti. Vsako marketinško pot bomo opisali posebej in še zlasti, kako se navezuje na storitve. Sodobne digitalne marketinške poti v podjetjih imajo dandanes ključno vlogo pri učinkovitem in doslednem doseganju ciljnih skupin. V primerjavi s tradicionalnimi tržnimi potmi so takšne digitalne marketinške poti tudi stroškovno učinkovite in merljive. Uporaba interneta za nakup in prodajo blaga ter storitev je danes pogosta v skoraj vseh podjetjih. Naš raziskovalni poudarek bo usmerjen v spletno prodajo storitev, zlasti v spletno rezervacijo storitev in platformo Booking.com. Z anketo bomo preverili sprejemanje in zadovoljstvo z uporabo digitalne marketinške poti za storitve, kot je Booking platforma. The marketing channel describes the path for getting products (tangible goods and intangible services) from the point of production to the point of consumption (from manufacturers/providers to buyers/consumers). Marketing channels have also begun to change in a rapidly changing environment enhanced by modern technology development. In the master's thesis we will present traditional and modern marketing channels. We will describe each channel separately and in particular how the marketing channel relates to services. The modern digital marketing channels nowadays play a crucial role for businesses to reach their target audiences effectively and consistently. Using such marketing channels is both cost-effective and measurable compared to traditional marketing channels. Buying and selling goods and services using the internet is widely used by almost all businesses today. Our research focus will be directed towards the online selling of services, especially to the online booking and the Booking.com platform. With the survey we examine the acceptance and satisfaction with a digital marketing channel for services such as the Booking platform is. Booking Marketinška pot Storitve. Booking Marketing route Services. true true false A. Praznik Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-06-10 12:56:08 2021-10-21 15:48:36 2022-08-09 20:24:31 0000-00-00 00:00:00 2021 0 [Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 81863427 MAG_Praznik_Anemarie_2021.pdf MAG_Praznik_Anemarie_2021.pdf 1 2EF95E1FA6EF4213ADBC40B10195CEC5 6aa614892bae4fa531db22f3bf4906bc2bfca40ad5ba8e8c5dc98d93ee08bbbd baf4442b-1469-11ec-8a5d-00155d581298 20.500.12556/dkum/ad451ccd-54cf-4a1e-a1c1-0968be760ca5 https://dk.um.si/Dokument.php?lang=slv&id=153645 Ekonomsko-poslovna fakulteta 0 0 0