МАРКЕТИНГОТ НА СОЦИЈАЛНИТЕ МЕДИУМИ КАКО КОМПЛЕМЕНТАРНА АКТИВНОСТ ОД МАРКЕТИНГ СТРАТЕГИЈА
Keywords:
маркетинг, директен маркетинг, социјални платформи, огласување, бренд, комуникација.
Abstract
Маркетингот е веројатно најзначајната функција од водењето бизнис во современото опкружување и фактор за успех. Развојот на технологијата, комуникацискиот бум и Интернетот им овозможија на социјалните медиуми да се позиционираат како едни од најважните маркетинг алатки на располагање на маркетарот во успешната реализација на поставените маркетинг цели. Во овој процес на конверзација на социјалните медиуми, многу е важно сите вработени кај маркетарите да бидат вклучени, бидејќи тие можат да придонесат за деловните успеси на своите организации.
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3. Carter, B., Levy J. (2012), Facebook Marketing – Leveraging Facebook for Your Marketing Campaigns 3rd Ed., QUE Publishing, Indiana, USA;
4. Chaffey, D. (2009), E-Business and E-Commerce Management - Strategy, Implementation and Practice 4th Ed., Pearson Education Limited, Harlow, United Kingdom;
5. Chaffey, D., Ellis-Chadwick F. (2016), Digital Marketing 6th Ed., Pearson Education Limited, Harlow, United Kingdom;
6. Drucker, P., Management: Tasks, Responsibilities, Practices (New York: Harper and Row, 1973), pp. 64– 65;
7. Džamić, L. (2016), 1-1-Many Marketing: How PR & Marketing became one…, Digitalna Akademija, Belgradе;
8. Džamić, L. (2013), Čiji je ovo brend?, Конференција „Дан интернет домена Србије“ DIDS 2013, Белград, Србија;
9. Funk, T. (2013), Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program. Apress, New York, USA. Gatautis, R. (2017), Understanding Digital and Social Media Marketing concepts. Digital and Social Media Marketing: A Results-Driven Approach, Abingdon, UK;
10. Grewal, D., Levy M. (2018), Marketing 6th Ed., McGraw-Hill Education, New York, USA;
11. Hollensen, S. (2011), “Global Marketing: A Decision-Oriented Approach”, 5th edition, Pearson Education Limited, Harlow, England;
12. Hollensen, S., Kotler P. and Opresnik M. O. (2017), Social Media Marketing A Practitioner Guide, Opresnik Management Guides, Germany;
13. Keller, L., Aperia T., Georgson M. (2008), Strategic Brand Management: A European Perspective, Prentice-Hall, London, UK;
14. Keller, K. L. (2013), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4thed, Prentice Hall, USA;
15. Kotler, P., Armstrong G., Saunders J., Wong V. (1999), Principles of Marketing, Second European Edition, Prentice Hall, New Jersy, USA;
16. Kotler, P., Keller, K. L. (2009), Marketing Management, Pearson Education International, 13. Edition, New Jersey, USA;
17. Kotler, P., Armstrong G. (Opresnik M. O.), (2012, 2014, (2018)), Principles of Marketing (14e, 16e, 17e), Pearson Education Limited, Essex, England; 18. Kotler, P., Kartajaya H.,Setiawan I. (2010), Мarketing 3.0 From Products to Customers to the Human Spirit, John Wiley & Sons Inc., Hoboken, New Jersey, USA;
19. Kotler, P., Kartajaya, H., Setiawan, I., 2017, Marketing 4.0 Moving from Traditional to Digital, John Wiley & Sons, Inc., Hoboken, New Jersey, USA;
20. Krstic, N. (2017), Digitalni Marketing: Pojmovnik, Fakultet za medije i Komunikacije, Beograd, Srbija;
21. Laudon, K. C., Laudon J.P. (2014), Management Information Systems – Managing the Digital Firm (13Ed), Pearson Education Limited, Harlow, England;
22. Laudon, K. C., Traver, C. G. (2017), E-commerce. Business. Technology. Society. 12th ed., Pearson Education Limited, Harlow, England;
23. Lauterborn, B. (1990), New Marketing litany; Four P’s passe; C-words take over, Advertising Age, Crain Communications Inc.;
24. Levinson, J. C. & Gibson, S. (2010), “Guerrilla Social Media Marketing: 100+ Weapons to Grow your Online Influence, Attract Customers and Drive Profits”, Entrepreneur Media Inc., Canada;
25. Miller, M. (2011), YouTube for Business 2nd Ed., Que Publishing, Indiana, USA;
26. Мицески, Т. (2013), Стратегиски Маркетинг. УГД „Гоце Делчев“, Штип;
27. Opresnik, M. O. (2017), Social Media Marketing: A Practitioner Guide. Opresnik Management Guides Book 2, Germany;
28. Ryan, D., Jones C. (2009), Understanding Digital Marketing - Marketing strategies for engaging the digital generation, Kogan Page, London UK & Philadelphia, USA;
29. Safko, L., Brake D. (2009), The Social media bible: tactics, tools, and strategies for business success, John Wiley &Sons Inc., New Jersey, USA;
30. Темјановски, Р. (2012), Е-Бизнис. УГД „Гоце Делчев“, Штип;
31. Vulić, V. (2011), Uloga društvenih medija u transformaciji poslovanja preduzeća, Konferencija “Ekonomski razvoj kroz prizmu preduzetništva” 19.05.2011, Ekonomski fakultet, Podgorica, Crna Gora.
Published
2020-12-20
How to Cite
Martinovski, Z., & Nikoloski, K. (2020). МАРКЕТИНГОТ НА СОЦИЈАЛНИТЕ МЕДИУМИ КАКО КОМПЛЕМЕНТАРНА АКТИВНОСТ ОД МАРКЕТИНГ СТРАТЕГИЈА . Yearbook - Faculty of Economics, 16(1), 93-99. Retrieved from https://js.ugd.edu.mk/index.php/YFE/article/view/3918
Section
Articles
