STAVOVI PRIMALACA O ELEKTRONSKOJ POŠTI KAO SREDSTVU DIREKTNOG MARKETINGA. (Bosnian)

RECIPIENTS ATITUDES TOWARDS ELECTRONIC MAIL AS INSTRUMENT OF DIRECT MARKETING. (English)

Today it is more and more companies in Bosnia and Herzegovina, which are used or are open to using electronic mail for the purpose of direct marketing. The aim of this work is to identify the relationship between e-mail recipients under this form of direct marketing. The work explored the attitudes of recipients of electronic mail as well as a deeper look at areas of interest, which are subject to e-mail recipients. The process of checking the hypothesis set are applied various scientific methods of which are the most important methods of surveying, methods of analysis, synthesis methods, comparative methods and statistical methods. The research results indicate that in Bosnia and Herzegovina present this aspect of marketing and that the receivers e-mail ready to cooperate with companies to implement marketing activities, the number of potential recipients email from day to day, increasing and increasing and that there are particular areas of interest e-mail recipients. Based on the research can bring to a conclusion that there is the willingness of recipients e-mail to accept this form of marketing to build loyal relationships with companies that carry out direct marketing via electronic mail. [ABSTRACT FROM AUTHOR]

Danas je sve više kompanija u Bosni i Hercegovini koje koriste ili su po- čele sa korištenjem elektronske pošte u svrhu direktnog marketinga. Cilj ovog rada je da se ustanovi odnos primalaca elektronske pošte prema ovom vidu direktnog marketinga. U radu su istraženi stavovi primalaca elektronske pošte kao i sagledana područja koja su predmet interesovanja primalaca elektronske pošte. U postupku provjere postavljenih hipoteza su primijenjene različite naučne metode od kojih su najznačajnije metoda anketiranja, metoda analize, metoda sinteze, komparativna metoda i statistička metoda. Rezultati istraživanja ukazuju da je u Bosni i Hercegovini prisutan ovaj vid marketinga te da su primaoci elektronske pošte spremni da saraĐuju sa kompanijama na provedbi marketinške aktivnosti, da je broj potencijalnih primalaca elektronske pošte iz dana u dan sve veći i veći i da postoje odreĐena područja interesovanja primalaca elektronske pošte. Na osnovu provedenog istraživanja može se donijeti zaključak da postoji spremnost primalaca elektronske pošte da prihvate ovaj vid marketinga i da stvaraju lojalne odnose sa kompanijama koje provode direktni marketing koristeći elektronsku poštu. [ABSTRACT FROM AUTHOR]

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