Direktni marketing putem digitalnih medija stvara dodatne vrijednosti kako za same potrošače tako i za poduzeća i ostvarenje njihovih poslovnih ciljeva jer je usmjeren prema ciljanim skupinama potrošača. Ciljana promocija omogućava da marketinška poruka stigne do ciljane skupine potrošača kao i mjerenje učinkovitosti marketinške poruke kroz odaziv te stvaranje baza podataka o potrošačima i njihovim potrebama i željama. Jedinstveni pristup potrošačima uz primjenu moderne tehnologije za komunikaciju s potrošačima važni su ne samo za razumijevanje potrošačevih potreba i želja i razvijanje odnosa nego i za pozicioniranje i diferencijaciju proizvoda ili usluge u odnosu na konkurenciju, kreiranje superiornih ponuda kao i prilagođavanje promjenama u okruženju. U radu su prikazani modeli komunikacije sa krajnjim potrošačima kroz direktni i digitalni marketing kao i važnost razvijanja digitalne marketing strategije za poduzeća za uspješnost i unapređenje poslovanja.
Today, knowledge management is used as part of a business strategy by which an organisation adapts to rapid changes in society and the business world, by which it not only becomes more competitive but also achieves goals and remains successful. Organisations have become aware of the importance of the lifelong learning concept. It should be noted that knowledge management is in close synergy with human resource management in the organisation. To achieve the scientific value of the paper, the authors have conducted empirical research by using a survey questionnaire in which the elements of a learning organisation were investigated, along with the implementation of knowledge on the selected organisational model. The synthesis of the results and conclusions of this research will be used to formulate specific critical recommendations and valuable guidelines indicating possible areas of improving the level of learning organisation and motivation to learn, which indicates potential ways and approaches to knowledge management.
A successful manager knows how to successfully lead a team, and the more satisfied the employees are, the more they are willing to contribute. The final result is a better company image in the market and positive economic performance indicators. Company profits when the organization continually invests in developing the business capabilities of managers to manage their teams. This paper contains managerial specific challenges, outlines the profile of an emotionally intelligent leader, and compares leadership styles in the context of EU, on the example of animation in Croatian tourism. The aim of the paper is to show how emotional intelligence influences the capabilities of animation team managers in business tasks. It will be pointed out how a manager can improve his or her emotional and communication skills. The animation manager develops emotional intelligence and communication skills by integrating technology into the business of his animation team. The descriptive method and method of compilation are used to define emotional intelligence in european practice. Questionnaire is made for analysis, to detect how significant is correlation between development of emotional intelligence and usage of information-communication technology in an animation.
Knowledge of the tourist supply, as well as all its elements and stakeholders, is crucial for managing the tourist supply, and therefore for maintaining the attractiveness and competitiveness of the tourist destination. The town of Novigrad is one of the most famous tourist destinations in Istria, which is constantly recording the growth in tourism turnover, which is made possible by constant investments in tourist supply, preservation of tradition, gastronomic offer and hospitality of the local population. In the purpose of the scientific value of the paper, the authors have conducted empirical research using a questionnaire, in which they explore the elements of the tourism supply and the level of satisfaction of tourists with the tourist offer of Novigrad. The results of the study are presented in tables and graphs followed by interpretation of the results in the form of accompanying text with the main findings and characteristics of the research. The synthesis of the results, findings and conclusions of this research will be used to formulate certain critical recommendations and valuable guidelines for improving the tourist offer in the tourist destination Novigrad.
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