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2013, vol. 60, br. 2, str. 389-402
Stavovi u pogledu primene viralnog marketinga u prehrambenoj industriji u Srbiji
aUniverzitet u Novom Sadu, Ekonomski fakultet, Subotica
bUniverzitet u Novom Sadu, Poljoprivredni fakultet
cFaculty of Business, Capilano University, North Vancouver, British Columbia, Canada

e-adresatsudarevic@yahoo.com, vlahovic@polj.uns.ac.rs, isurjano@capilanou.ca
Projekat:
Novi proizvodi cerealija i pseudocerealija iz organske proizvodnje (MPNTR - 46005)

Ključne reči: viralni marketing; marketing 'od usta do usta'; viralni marketing u Srbiji; marketing prehrambenih proizvoda
Sažetak
Rad istražuje stavove u pogledu primene viralnog marketing u prehrambenoj industriji u Srbiji. Istraživanje se sastojalo od pregleda literature, kao i od empirijskog istraživanja na bazi analize slučajeva, anketa i ličnih intervjua u okviru prehrambene industrije u Srbiji. Viralni marketing je definisan kao bilo koji (onlajn ili oflajn) marketing program koji je osmišljen s ciljem da se postigne eksponencijano širenje marketing efekata od potrošača do potrošača. Hipoteza rada da marketing menadžeri u Srbiji imaju pozitivan stav po pitanju korisnosti primene viralnog marketinga u prehrambenoj industriji je podržana na osnovu rezultata i primarnog i sekundarnog istraživanja. Na kraju rada predstavljen je jedan broj ograničenja i rizika viralnog marketinga, i diskutovani su mogući putevi da se ovi problemi prevaziđu.
Reference
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O članku

jezik rada: engleski
vrsta rada: pregledni članak
objavljen u SCIndeksu: 20.11.2013.