STRATEGIJA KOMUNIKACIJE NA DRUŠTVENIM MREŽAMA U FUNKCIJI BRENDIRANJA ZDRAVSTVENE USTANOVE
Ključne reči:
Brend, Komunikacija, Strategija, Marketing, Društvene mreže, Zdravstvo
Apstrakt
Ovaj rad ima za cilj da kroz teoretsku analizu specifičnosti brendiranja i primenu društvenih mreža, prikaže mogućnosti za izradu strategije komunikacije na društvenim mrežama za zdravstvene ustanove.
Reference
[1] S. Nikolić, J. Stanković, & A. Dejanović, Brend Menadžment – Savremena a(tra)kcija. Novi Sad: FTN, 2015.
[2] J. N. Kapferer, The New Strategic Brand Management: Creating and Sustaining Brand Equity. London: Kogan Page, 2004.
[3] C. C. Wu, “The impact of hospital brand image on service quality, patient satisfaction and loyalty,” African Journal of Business Management, vol. 5, no. 12, June, pp. 4873-4882, 2011.
[4] A. B. T. L. Gomes, “Hospital Branding as a strategy for differentiation: Does Hospital Branding Leverages Hospital Units in the Portuguese Market,” M. S. thesis, Universidade Catolica Portuguesa, Braga, Portugal, 2018.
[5] R. Weiss, “How will leading healthcare execs face the challenges ahead?,” Marketing health services, vol. 30, no. 4, Fall, pp. 3-5, 2010.
[6] C. W. Park, J. R. Priester D. J. MacInnis & Z. Wan, “The connection-prominence attachment model (CPAM),” in Handbook of Brand Relationships, D. MacInnis, Eds. New York: M. E. Sharpe, 2009.
[7] A. T. Stephen, “The role of digital and social media marketing in consumer behavior,” Current Opinion in Psychology, vol. 10, Avg, pp. 17-21, 2016.
[8] M. Kokić, “Brendiranje u digitalnom marketingu na primeru kompanije New York Times,” M. S. thesis, Univerzitet Singidunum, Beograd, Srbija, 2015.
[9] Pop Web Design, “Usluge Digitalnog Marketinga,” Pop Web Design, 2022. [Online]. Available: https://www.popwebdesign.net/digitalni-marketing.html. [Accessed: Oct. 2022].
[10] L. Bovi & V. Til, S. Savremena poslovna komunikacija. Beograd: Mate, 2016.
[11] C. Lamberton & A. T. Stephen, “A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry,” Journal of Marketing, vol. 80, no. 6, Nov., pp. 146-172, 2016.
[12] I. Dodson, The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns. Hoboken, New Jersey: John Whiley & Sons, 2016.
[13] U. Bijelić, “ Značaj internet marketinga za poslovni uspeh preduzeća,” M. S. thesis, Univerzitet Singidunum, Beograd, Srbija, 2016.
[14] J. Gajić & R. Živković, “Integrisane marketing komunikacije,” In Proc. 1. Naučni skup sa međunarodnim učešćem Sinergija 2009., 2009, pp. 55-58.
[15] D. Lalić & T. Vlastelica, Korporativne komunikacije za primer. Novi Sad: FTN, 2019.
[2] J. N. Kapferer, The New Strategic Brand Management: Creating and Sustaining Brand Equity. London: Kogan Page, 2004.
[3] C. C. Wu, “The impact of hospital brand image on service quality, patient satisfaction and loyalty,” African Journal of Business Management, vol. 5, no. 12, June, pp. 4873-4882, 2011.
[4] A. B. T. L. Gomes, “Hospital Branding as a strategy for differentiation: Does Hospital Branding Leverages Hospital Units in the Portuguese Market,” M. S. thesis, Universidade Catolica Portuguesa, Braga, Portugal, 2018.
[5] R. Weiss, “How will leading healthcare execs face the challenges ahead?,” Marketing health services, vol. 30, no. 4, Fall, pp. 3-5, 2010.
[6] C. W. Park, J. R. Priester D. J. MacInnis & Z. Wan, “The connection-prominence attachment model (CPAM),” in Handbook of Brand Relationships, D. MacInnis, Eds. New York: M. E. Sharpe, 2009.
[7] A. T. Stephen, “The role of digital and social media marketing in consumer behavior,” Current Opinion in Psychology, vol. 10, Avg, pp. 17-21, 2016.
[8] M. Kokić, “Brendiranje u digitalnom marketingu na primeru kompanije New York Times,” M. S. thesis, Univerzitet Singidunum, Beograd, Srbija, 2015.
[9] Pop Web Design, “Usluge Digitalnog Marketinga,” Pop Web Design, 2022. [Online]. Available: https://www.popwebdesign.net/digitalni-marketing.html. [Accessed: Oct. 2022].
[10] L. Bovi & V. Til, S. Savremena poslovna komunikacija. Beograd: Mate, 2016.
[11] C. Lamberton & A. T. Stephen, “A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry,” Journal of Marketing, vol. 80, no. 6, Nov., pp. 146-172, 2016.
[12] I. Dodson, The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns. Hoboken, New Jersey: John Whiley & Sons, 2016.
[13] U. Bijelić, “ Značaj internet marketinga za poslovni uspeh preduzeća,” M. S. thesis, Univerzitet Singidunum, Beograd, Srbija, 2016.
[14] J. Gajić & R. Živković, “Integrisane marketing komunikacije,” In Proc. 1. Naučni skup sa međunarodnim učešćem Sinergija 2009., 2009, pp. 55-58.
[15] D. Lalić & T. Vlastelica, Korporativne komunikacije za primer. Novi Sad: FTN, 2019.
Objavljeno
2024-05-03
Sekcija
Industrijsko inženjerstvo i inženjerski menadžment
