Social networks have proven to be very convenient and effective medium for the spreading of marketing messages, advertising, branding and promotion of products and services. Social networks offer companies, nonprofit organizations, political parties etc. sending certain messages for free. In addition, they allow companies access to a wide range of characteristics of their users. Developing appropriate, the winning strategy for marketing in social media is a comprehensive, time-intensive process therefore it is important to know to manage their content. Social networks transform certain classical approaches to marketing. They provide creative and relatively easy way to increase public awareness of the company and its products, and facilitate obtaining feedback and decision making. These are sources of different information about users and groups that they've joined. The success itself of marketing performance on a social network depends on the readiness and training of organizations to perform on them.
For success it is not enough to have the best and highest quality product, best price, the best distribution network, and excellent promotion; the most important thing is how the consumer values it. The market for dairy products in Serbia is dominated by products that were perceived as average and ordinary, consumed simply to meet basic nutritional needs. Agricultural company Sava Kovacevic had great products, but not brands. Development of brand “Dana” is focused on that specific benefits found to provide consumers a brand as well as a range of values that a new brand represents. The very brand strategy is developed after a detailed analysis of the product, consumers for which it is intended (their lifestyles, habits, attitudes, etc.), competition and market conditions, market position of competing brands, and their communication with customers and the general public. Therefore, brand image of the product is built along with its unique position in the market.
For success it is not enough to have the best and highest quality product, best price, the best distribution network, and excellent promotion; the most important thing is how the consumer values it. The market for dairy products in Serbia is dominated by products that were perceived as average and ordinary, consumed simply to meet basic nutritional needs. Agricultural company Sava Kovacevic had great products, but not brands. Development of brand “Dana” is focused on that specific benefits found to provide consumers a brand as well as a range of values that a new brand represents. The very brand strategy is developed after a detailed analysis of the product, consumers for which it is intended (their lifestyles, habits, attitudes, etc.), competition and market conditions, market position of competing brands, and their communication with customers and the general public. Therefore, brand image of the product is built along with its unique position in the market.
Milan MilovićOpšta bolnica, Vrbas, Srbija © MESTE NGO JEL category: I10, I11, I12, I18 Apstrakt U zdravstvenom sektoru današnjice, u kome je uticaj konkurencije značajan tako da se nameće potreba prikupljanja informacija o trenutnim i potencijalnim pacijentima da bi im se pružila adekvatna medicinska usluga. Što je efikasnija usluga koju zdravstvene ustanove pružaju svojim pacijentima to će se ići korak dalje u zadržavanju odnosno lojalnosti pacijenata. Sistem menadžmenta odnosa sa pacijentima/korisnicinma (engl. Customer Relationship Management -CRM) pruža zdravstvenim ustanovama kompletno rešenje za upravljanje onosima sa pacijentima. Koncept odnosa sa pacijentima osigurava da marketinška politika zdravstvene ustanove bude u skladu sa tržišnim potrebama. Uloga informacija u stvaranju konkurentne prednosti za CRM poslovnu strategiju za zdravstvene ustanove je presudna. Kvalitet informacije je neophodan da bi ona bila korisna u kreiranju konkurentske prednosti zrdavstvene ustanove, odnosno informacija mora da bude tačna i pristupačna svima kojima je potrebna. CRM sistemi za zdravstveni sektor pružaju usluge prodaje, marketinga i zahteva korisničkog servisa najvećim zdravstvenim ustanovama.CRM sistem pokriva sve procese koje zdravstvena ustanova koristi da organizuje i prati interakcije sa potencijalnim ili postojećim pacijentima, dok se korišćenjem CRM alata omogućava efikasno promovisanje zdravstvenih usluga koje organizacija pruža. Rad ukazuje da je neophodan uslov, efikasnog iskorišćenja CRM, podrazumeva da zdravstvene ustanove spoznaju potrebe svojih pacijenata, što se postiže prikupljanjem i analizom podataka o preferencijama i ponašanjima pacijenata a na taj način im je omogućeno ostvarivanje konkurentske prednosti.Adresa autora zaduženog za korespodenciju:
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