Skripta Predavanja E-marketing 2015

8/17/2019 Skripta Predavanja E-marketing 2015

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UNIVERZITET U BIHAĆU

EKONOMSKI FAKULTET BIHAĆ

E-MARKETING STRATEGIJE I TAKTIKE


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AUTORIZIRANA PREDAVANJA

Dr. sc. Kenan Mahmutović


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E-marketing strategije i taktike dr. sc. Kenan Mahmutović

2. E-MARKETING

U ovom poglavlju govo! "# o $om# %$a j# $o #&ma'#$!(g) *#+!(!a "# (j#gova po,!-!ja u o'v!u #&$gov!(# ! #&po"lova(ja u %!#m "m!"lu ! *aj# "# 'a$a' p#gl#* !(+oma-!j"'o&'omu(!'a-!j"'!.$#.(olog!ja /IKT0 p!mj#(j!v!. u #&ma'#$!(gu1 P!mj#(om SOSTA2 mo*#la *#+!(!a "# "$a$#%'!

p!"$up #&ma'#$!(gu ! po'a,uj# po-#" a,voja #&ma'#$!(g "$a$#g!j# ! (j#(a !mpl#m#($a-!ja u pa'"! 'o, $a'$!3'u p!mj#(u a,l!3!$!. IKT&a1 Na 'aju "# a,ma$aju ! 4u*u5! $#(*ov! u ovojo4la"$!1

2.1. vo! u e-mar"etin#

U a"$u5oj glo4al(oj #'o(om!j!) #&$gov!(a ! #&po"lova(j# "u po"$al! (#op.o*(# 'ompo(#($# po"lov(# "$a$#g!j# 'ompa(!ja ! "(a6(! 'a$al!,a$o! #'o(om"'og a,voja u "v!j#$u1 I($#ga-!ja!(+oma-!j"'# ! 'omu(!'a-!j"'# $#.(olog!j# u !(+oma-!j"'o&'omu(!'a-!j"'u $#.(olog!ju /IKT0#volu-!o(a(o j# !,m!j#(!la o*(o"# u(u$a "am!. oga(!,a-!ja) 'ao ! o*(o"# m#7u oga(!,a-!jama !

poj#*!(-!ma1 P!mj#(a IKT u po"lova(ju *ov#la j# *o pov#5a(ja po*u'$!v(o"$!) omogu5!la v#5#

u'lju3!va(j# po$o%a3a) omogu5!la ma"ov(u p!lago*4u ! "ma(j!la $o%'ov# po"lova(ja1

P!j# (#go %$o *#+!(!amo pojmov# 'ao %$o "u #&po"lova(j#) #&$gov!(a ! #&ma'#$!(g) (#op.o*(o j#*a pvo *#+!(!a$! "am pojam !(+oma-!j"'o&'omu(!'a-!j"'# $#.(olog!j# ! *!g!$al(# $#.(olog!j#) $#(j#( u$j#-aj (a *a(a%(j# po"lova(j#) 4u*u5! *a j# (j#(a p!mj#(a u "amoj "6! #&po"lova(ja1

I(+oma-!j"'o&'omu(!'a-!j"'a $#.(olog!ja /IKT0 p#*"$avlja !($#ga-!ju $#l#'omu(!'a-!j"'!."!"$#ma /$#l#+o("'# l!(!j# ! 4#6!3(! "!g(al!0) 'ompju$#"'!. "!"$#ma ! au*!o&v!,ual(!. "!"$#ma) 'oj!omogu5uju 'o!"(!-!ma p!'uplja(j# !(+oma-!ja) (j!.ovu po.a(u) $a("m!"!ju ! ma(!pula-!ju/T#-.Tag#$) (*8 Fol*o-) (*01

Po* pojmom *!g!$al(# $#.(olog!j# *a(a" po*a,um!j#vamo "$va! popu$ 'ompju$#a !'ompju$#"'!. m#6a 'ao %$o "u !($a(#$!) #'"$a(#$ ! I($#(#$) 'oj# omogu5uju 3uva(j# ! p!j#(o"

po*a$a'a u *!g!$al(!m +oma$!ma /'o*ov! 9 ! :01


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I(+oma-!o(a $#.(olog!ja 'oja j# (aja*!'al(!j# pom!j#(!la "v!j#$ ! (ajv!%#*op!(!j#la!($#(a-!o(al!,a-!j! j# I($#(#$1 N! j#*(a $#.(olog!ja *o "a*a) u $a'o 'a$'om v#m#(u)(!j#o"$va!la 46! a,voj ! "(a6(!ju p!mj#(u o* I($#(#$a1 E'"plo,!ja I($#(#$a j#*(o"$av(ou%!o'v!# $a*!-!o(al!,ma) m!j#(ja "v!j#$ ! "$vaa (ov# pogl#*# ! mogu5(o"$! u (au-!)o4a,ova(ju)#'o(om!j!) *#mo'a$!j!) moalu) pol!$!-! ! !(*!v!*ual(om 6!vo$u ! po(a%a(ju"va'og poj#*!(-a 'oj!

'o!"$! ovu $#.(olog!ju1 I($#(#$ "# *a(a" "ma$a (o"!o-#m (ovog $ala"a*!g!$al(# #volu-!j#1 O( j#uj#*(o !(+a"$u'$u(a ! 'omu(!'a-!j"'a p#$po"$av'a 'o(-#p$a"vj#$"'# #'o(om"'# glo4al!,a-!j# !mo*#(og #&po"lova(ja1 I($#(#$ j# po"$ao #l#'$o("'! pu$u "v!j#$ 4#, ga(!-a) ! mogao 4! "#*#+!(!a$! 'ao !(+oma$!3'a !(+a"$u'$ua 'oja pov#,a(!m'ompju$#!ma o4#,4j#7uj#) 4#, o4,!a (av!j#m# ! po"$o) a,mj#(u a,l!3!$!. !(+oma$!3'!."a*6aja1


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T6!%(a !ga "# *a(a" "vo*! (a "$a$#%'o po,!-!o(!a(j#) "po"o4(o"$ 'ompa(!ja *a uo3# a"$u5# p!l!'# (a $6!%$u ! p!mj#(# o*govaaju5# #"u"# ! "po"o4(o"$! /popu$ !($#l#'$ual(!. #"u"a0 ,ama'"!mal(o !"'o!%$#(j# ov!. p!l!'a'o, p!mj#(u #&po"lov(# "$a$#g!j# 'oja 5# 4!$!

j#*(o"$av(a)+u('-!o(al(a ! pa'$!3(a u 'o($#'"$u glo4al(og !(+oma-!j"'og m!lj#a ! (ovog#'o(om"'og o'u6#(ja1Sa #+#'$om davanja jednake šanse svima (#ov!"(o o v#l!3!(!) #&$gov!(a "ao*govaaju5om "$a$#g!jom ! pol!$!'ama omogu5uj# mal!m ! "#*(j# v#l!'!m 'ompa(!jama *a'o('u!aju v#5!m ! 4oga$!j!m 'o('u#($!ma1

Kompa(!jama !, ,#malja u a,voju) 'a'v# "u ,#mlj# Zapa*(og Bal'a(a) omogu5#( j# p!"$upglo4al(om $6!%$u g*j# mogu 'o('u!a$! ! (a*opu(java$! po(u*u 'ompa(!ja !, a,v!j#(!. ,#malja"v!j#$a1 V#5!(a ,#malja u a,voju v#5 pa$!-!p!a u #l#'$o("'og $gov!(!) 4!lo 'ao po*ava3! !l!

'up-!1 Ipa') ,a *alj! a,voj ! a"$ #&$gov!(# u ov!m ,#mljama (#op.o*(a j# !,ga*(ja ! po4olj%a(j#o*govaaju5# !(+oma-!j"'# !(+a"$u'$u#1

2.2. E-$os%ovan&e i e-tr#ovina

El#'$o("'o po"lova(j# /#&po"lova(j#0 p#*"$avlja "$al(u op$!m!,a-!ju po"lov(!. *j#la$(o"$! (#'#+!m# pu$#m *!g!$al(# $#.(olog!j#1

Ma.mu$ov!5 ! Muj!5 /


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Uvo7#(j# a-!o(al(!j# oga(!,a-!j# u la(a- "(a4*!j#va(ja) "!"$#m# po!,vo*(j# ! (a4av'#8

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Za #&po"lova(j# mo6#mo #5! *a p#*"$avlja $a("+oma-!ju oga(!,a-!j"'!. po-#"a " -!lj#m"$vaa(ja *o*a$(# v!j#*(o"$! ,a po$o%a3# 'o, p!mj#(u IKT) +!lo,o+!j# ! 'ompju$#"'# paa*!gm#(ov# #'o(om!j#1

U !"$a6!va(ju 'oj# j#


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Ta4#la 99 & Najva6(!j# 'o!"$! o* #&po"lova(ja ,a am#!3'# m#(a*6##

Re!ni 'ro&

Korist o! e-$os%ovan&a

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Pov#5a(j# 4oja 'upa-a

Pa$!-' Ma'#$!(g ?oup R#po$ /(*0

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U1S1 2#("u" Bu#au *#+!(!a #&$gov!(u 'ao bilo koju transakciju provedenu putem kompjuterski posredovane mreže koja uključuje transfer vlasništva ili prava na korištenje dobra ili usluge


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/M#"#(4oug)

Kupov!(a '(j!g# pu$#m I($#(#$a1

R#,#va-!ja .o$#l"'# "o4# pu$#m I($#(#$a1

Po,!v (a 4#"pla$a( 4oj $gov-a ! (au*64a o4# pu$#m$gov3#vog!($#a'$!v(og $#l#+o("'og"!"$#ma1

F!ma 'upuj# u#*"'# po$#p%$!(# o(l!(# pu$#m #l#'$o("'# au'-!j#1

Tgov!(a (a malo 'upuj# o4u o* $gov!(# (a v#l!'o pu$#m EDI m#6# !l!*o4avlja3#vog #'"$a(#$a1

Po!,vo*(! pogo( v%! (au*64u #l#'$o("'!. 'ompo(#($! !, *ugog pogo(a u(u$a !"$# 'ompa(!j#) pu$#m !($a(#$a 'ompa(!j#1

Ko!"(!' po*!6# (ov3a(a "#*"$va ,a 4a('oma$a /ATM01

Bu*u5! *a j# po*u3j# !"$a6!va(ja u ovom a*u $6!%$# Evop#) o"v(u$ 5#mo "# u'a$'o (a glav(#$#(*ov# u o4la"$! B


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m!l!ja*u pom#$a) ov# $! ,#mlj# 3!(# @9 u'up(og #vop"'og B


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I,vo> Euo"$a$) I(+oma$!o( "o-!#$ "$a$!"$!-" /


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I($#(#$ ! #&$gov!(a) !mal! "u g#(#al(o ,(a3aja( u$j#-aj (a #vop"'u #'o(om!juu po"lj#*(j!.(#'ol!'o go*!(a1 ?DP Evop# u


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Sl!'a @ I,(o" o(l!(# 'upov!(# po!,vo*a "a ;#4 lo'a-!ja !,!(o,#m"$va /*ug!. ,#malja EU0 u ,a*(j!. 9< mj#"#-! /


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I,vo> 2!v!- 2o("ul$!(g /


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O(l!(# po$o%a3! u EU 'o!"$# a,l!3!$# m#$o*# o(l!(# pla5a(ja) p! 3#mu *om!(!a upo$#4a'#*!$(!. 'a$!-a 'oj# 'o!"$! po$o%a3a1 S!"$#m# ,a o(l!(# pla5a(j# popu$ PaPal) Sma$


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T#(u$(o 4lago"$a(j# ,a po$o%a3# u EU) 'oj# !m *o(o"! 'upov!(a o4a #l#'$o("'!m pu$#m) u"m!"lu (!6!. -!j#(a p! o(l!(# 'upov!(! ! v#5#g !,4oa o4a) po-j#(juj# "# (a 991 m!l!ja*!) %$o j#:)9


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avremeni marketing o!načuje poslovnu aktivnost koja pove!uje proi!vodnju sa potrošnjom da semaksimalno" i to profitabilno" !adovolje potrebe društva koje se na tržištu pojavljuje kao

potražnja/Ro--o) 901

Marketing je društveni i upravljački proces kojim pojedinci i grupe dobijaju ono što trebaju i što žele kro! kreiranje" ponudu i slobodnu ra!mjenu proi!voda i usluga od vrijednosti sa drugima

/Ko$l#) =01

Am#!3'a ma'#$!(g a"o-!ja-!ja /AMA0 *#+!(!a ma'#$!(g 'ao organi!acijsku funkciju i set procesa !a kreiranje" komuniciranje i dostavu vrijednosti potrošačima te upravljanje odnosom sa

potrošačima na način koji #e donijeti koristi organi!aciji i njenim interesnim skupinama1


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I, (av#*#(!. *#+!(!-!ja mo6#mo ,a'lju3!$! *a j# ,a*a$a' ma'#$!(ga *a ola'%a po-#" a,mj#(#) p!3#mu upavlja(j# ma'#$!(gom mo6#mo *#+!(!"a$! 'ao umj#$(o"$ ! (au'u o*a4!a -!lj(!. $6!%$a) $#

p!vla3#(j# (ov!. ! ,a*6ava(j# po"$oj#5!. po$o%a3a 'o, '#!a(j#) *o"$avu ! 'omu(!-!a(j#"up#!o(# v!j#*(o"$! ,a po$o%a3#1 Ma'#$a!) 'ao "$a(a u po-#"u a,mj#(# 'oja $a6! a,mj#(ua'$!v(!j# o* *ug# "$a(#) !maju ,a*a$a' *a !,ga7uju po+!$a4!l(# o*(o"# "a po$o%a3!ma) 'o,upavlja(j# po$a6(jom) o*(o"(o upavlja(j# o*(o"om p#ma po$o%a3!ma1 Da 4! o"$va!l! "voj#ma'#$!(g -!lj#v#) $j *a 4! !,a,val! 6#lj#(u #a'-!ju (a o*a4a(!m -!lj(!m $6!%$!ma) p#*u,#5a'o!"$# "#$ 'o($ol!a(!. $a'$!3'!. ma'#$!(%'!. ala$a 'oj! (a,!vamo ma'#$!(g m!'"om1

Ma'#$!(g m!'" 3!(# "v# a'$!v(o"$! 'oj# p#*u,#5# mo6# po*u,#$! 'a'o 4! u$j#-alo (a po$a6(ju ,a"voj!m po!,vo*!ma ! u"lugama1 M-2a$. j# 'la"!+!-!ao ov# ala$# u 3#$!! gup# 'oj# j# (a,vao Pma'#$!(ga> product /po!,vo*0) price /-!j#(a0) place /mj#"$o) *!"$!4u-!ja0 ! promotion /pomo-!ja0/Ko$l#) 901

Sl!'a = & #$!! P ma'#$!(%'og m!'"a


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I,vo> p!lago7#(o !, Ko$l# /


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?l#*aju5! 'o, p!,mu po$o%a3#v!. 'o!"$! mo6#mo #5! *a "u u"pj#%(a p#*u,#5a o(a 'oja,a*ovoljavaju po$#4# po$o%a3a %$o #'o(om!3(!j#) p!"$upa3(!j# ! u, #+#'$!v(u 'omu(!'a-!ju1

Ta*!-!o(al(! ma'#$!(%'! "!"$#m p!'a,a( j# (a "l!-! 4oj 1

Sl!'a Ta*!-!o(al(! ma'#$!(g "!"$#m

I,vo> Ru6!5 #$ al1 /@


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?#(#al(o gl#*a(o) !(+oma-!j"'# ! $#l#'omu(!'a-!j"'# $#.(olog!j#) o*(o"(o (j!.ova "!($#,a 'o,I($#(#$) p!mj#(j!v# "u ,a povo7#(j# ! op$!m!,a-!ju "v!. va6(!j!. ma'#$!(%'!. +u('-!ja u'ompa(!j!>

P!'uplja(j# o4avj#%$#(ja !, $6!%(og o'u6#(ja8

I"$a6!va(j# $6!%$a ! *uga ma'#$!(%'a !"$a6!va(ja8

Pomo5 u *o(o%#(ju o*lu'a o a,voj(oj pol!$!-! po!,vo*a8

Pomo5 u *o(o%#(ju o*lu'a o pol!$!-! po*aj# po!,vo*a ! u"luga8

Povo7#(j# pomo$!v(!. a'$!v(o"$!8

E&*!"$!4u-!ja1

U,!maju5! u o4,! p#$.o*(o !,#3#(o) mo6#mo !"$a'(u$! *#+!(!-!ju #&ma'#$!(ga 'oju *aj# Pa(!a(/=0> Elektronski marketing (e-marketing" telemarketing) je način ostvarenja marketinški$aktivnosti firme u! inten!ivnu primjenu informacijske i telekomunikacijske (internetske)te$nologije1

Na "l!3a( (a3!( 2.a++# #$ al1 /


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Pomj#(# $a*!-!o(al(og ma'#$!(%'og "!"$#ma) po* u$j#-aj#m (ov!. $#.(olog!ja u *a(a%(j#mum#6#(om "v!j#$u) u'lju3uju>

po!,vo*(ju "$a(*a*!,!a(!. po!,vo*a8

$#(* "(!6#(ja -!j#(a u"lj#* p!$!"'a (a -!j#(# /v#5a 'o('u#(-!ja ! 4olja !(+om!a(o"$ po$o%a3a08

"'a5!va(j# 'a(ala *!"$!4u-!j#8

'o!%$#(j# (#l!(#a(# pomo-!j#8

#l#'$o("'# $a("+## +o(*ova8

!(+oma-!j"'# upavlja3'# "!"$#m# ,a"(ova(# (a 4a,ama po*a$a'a1

Sv# (a4oja(o "# *#%ava u $u4ul#($(om o'u6#(ju) 'oj# o* m#(a*6m#($a 'ompa(!ja $a6!#oga(!,a-!ju po"lova(ja ! a,voj (ov# #&po"lov(# "$a$#g!j#) 'oja 5# 'ompa(!jama omogu5!$!

po4olj%a(j# o*(o"a "a po$o%a3!ma ! *ug!m $6!%(!m a'$#!ma) a "v# " -!lj#m 4olj#g ,a*ovolj#(ja po$#4a po$o%a3a (a !(*!v!*ual!,!a(om glo4al(om $6!%$u1

Sl!'a 9: & Ma'#$!(g "!"$#m ,a"(ova( (a #&4u"!(#""u


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I,vo> Ru6!5 #$ al1 /@0

Ru6!5 #$ al1 /


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Su*j#lova(j# /pa$!-!pa-!ja0 "# o*(o"! (a "u*j#lova(j# 'upa-a u a'$!v(o"$!ma 'ompa(!j# 3!m# "#omogu5ava #oga(!,a-!ja po-#"a "$vaa(ja po!,vo*a po 6#ljama 'upa-a) v!%# (#go %$o j# $o$a*!-!o(al(! ma'#$!(g !'a*a mogao1 Mo6#mo #5! *a j# I($#(#$ po"$ao !(+oma-!j"'o "#*"$vo

po"lov(og ma'#$!(ga 'oj# 'ompa(!j# v!%# (# 'o!"$# "amo ,a j#*(o"mj#(o pu4l!-!a(j#!(+oma-!j#) v#5 ! ,a a'$!v(o "lu%a(j# po$o%a3a ! o*6ava(j# 'omu(!'a-!j# "a (j!ma1

P#"o(al!,a-!ja po*a,umj#va !,ga*(ju 4a,a po*a$a'a o 'o!"(!-!ma ! (j!.ovo 'o!%$#(j# ,a p!lago*4u ! 'oj#(j# p#"o(al!,!a(!. "a*6aja) ma'#$!(%'!. pou'a $# po!,vo*a ! u"luga 'oj# 5#

pu6!$! v#5u 'o!"$ ,a po$o%a3#1

Da 4! "# "$#'lo po$#4(o ,(a(j# o 'o!"(!'u) (#op.o*(o ,a p#"o(al!,a-!ju u'up(# po(u*#) po$#4(o j# o4a*!$! v#l!'# 'ol!3!(# po*a$a'a o 'o!"(!-!ma 'oj# "# po.a(juju !, *a(a u *a(1Upavo ,a.valjuju5! poa"$u !(+oma-!j"'!. $#.(olog!ja) a(al!$!3a! "u u mogu5(o"$! v%!$!mo*#l!a(j# p#*v!7a(ja ,a m#(a*6m#($ ! p#"o(al!,a-!ju1 U, pomo5 $oga 'ompa(!j# mogu(apav!$! ja"(u "#gm#($a-!ju 'o!"(!'a u "m!"l#(# po*"#gm#($# !l! 3a' m!'o&"#gm#($# 'a'o 4!o"!gual# #+#'$(!j# upavlja(j# o*(o"om "a po$o%a3!ma1

J#*(a o* ,(a3aj(!j!. !(ova-!ja *!g!$al(# #'o(om!j# "u ! v!$ual(# ,aj#*(!-#) 'oj# "pajaju lju*# !,-!j#log "v!j#$a 'o, a,l!3!$# !($##"#1 Kompa(!j# 'o!"$# P


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v!*#o'o(+##(-!j# ! u3#(j# (a *alj!(u1 IKT "# 3#"$o "pom!(ju u o*govaaju5#m 'o($#'"$u) 'ao %$o j# IKT u o4a,ova(ju) ,*av"$vu !l! u ma'#$!(g1

Pojam !(+oma-!jaj# u "va'o*(#v(oj upo$#4! ! !ma a,l!3!$o ,(a3#(j# u a,l!3!$!m 'o($#'"$!ma1 Naj3#%5# "# po* !(+oma-!jom m!"l! (a po*a$'#) !("$u'-!j#) ,(a(j# ! "l1 I(+oma-!ja j# (aj3#%5# pou'a) (#%$o %$o j# o*a"la(o o* po%!ljao-a 'a p!mao-u1


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Komu(!'a-!ja j# po-#" a,mj#(# !(+oma-!ja1 Lju*! m#7u"o4(o 'omu(!-!aju " -!lj#m a,mj#(#,(a(ja ! !"'u"$va) !l! 'oop#a-!j#1 O"(ov(# +om# lju*"'# 'omu(!'a-!j# "u j#,!' ,(a'ova) govo)

p!"a(j#) g#"$a'ula-!ja ! 4oa*-a"$!(g1 Komu(!'a-!ja mo6# 4!$! !($#a'$!v(a) (amj#(a !l!(#(amj#(a1 O(a $a'o7# mo6# 4!$! v#4al(a !l! (#v#4al(a) !($ap#"o(al(a /u "#4!0 !!($#p#"o(al(a 'omu(!'a-!ja /!,m#7u *v!j# o"o4#01Ma"ov(a 'omu(!'a-!ja po*a,um!j#va'omu(!'a-!ju !, j#*(og !,voa p#ma v#l!'om 4oju poj#*!(a-a) 'o!%$#(j#m a,l!3!$!.'omu(!'a-!j"'!. m#*!ja 'ao %$o "u (ov!(#) $#l#v!,!ja !l! 'ompju$#!1

Komu(!'a-!ja j# a'$!v(o"$ a,mj#(# "m!"l#(!. !(+oma-!ja1 Komu(!'a-!j"'! po-#" u'lju3uj#m!(!mal(o po%!lja$#lja) pou'u ! p!ma$#lja1 Sam p!ma$#lj (# moa 4!$! p!"u$a( ! "vj#"$a( po%!lja$#lj#v# (amj## *a 'omu(!-!aju u v!j#m# ,apo3!(ja(ja 'omu(!'a-!j#1 To ,(a3! *a "#'omu(!'a-!ja mo6# *ogo*!$! 4#, o4,!a (a po"$o(u ! v#m#("'u u*alj#(o"$ !,m#7u po%!lja$#lja !

p!ma$#lja1 Komu(!'a-!ja ,a.$!j#va *a po%!lja$#lj ! p!ma$#lj *!j#l# o*#7#(! ,aj#*(!3'! !($##") a"am po-#" 'omu(!'a-!j# ,av%ava 'a*a j# p!ma$#lj ".va$!o po%!lja$#lja1

I(+oma-!j"'o 'omu(!'a-!j"'a $#.(olog!ja /IKT0 p#*"$avlja !($#ga-!ju ! 'o(v#g#(-!ju$#l#'omu(!'a-!j"'!. "!"$#ma /$#l#+o("'# l!(!j# ! 4#6!3(!. "!g(al!0) 'ompju$#"'!. "!"$#ma ! au*!o&

v!,ual(!. "!"$#ma) 'oj! omogu5uju 'o!"(!-!ma p!'uplja(j# !(+oma-!ja) (j!.ovu po.a(u)$a("m!"!ju ! ma(!pula-!ju /T#-.Tag#$) (*01Ova'o(v#g#(-!ja au*!o&v!,ual(#! $#l#+o("'# m#6# "a'ompju$#"'om m#6om o"$vauj# "# pu$#mj#*(og 'a4lov"'og !l! l!(' "!"$#ma) %$o u#'o(om"'om "m!"lu *o(o"! ogom(# u%$#*# u #'o(om!jama ,#malja1

Ta'o (p1 $#l#'omu(!'a-!j"'a 'ompa(!j# u Bo"(! ! H#-#gov!(!) *a(a" 'o!"(!'u omogu5uj# *a pu$#m $#l#+o("'og p!'lju3'a /$#l#+o("'# !(+a"$u'$u#0 o"!gua 'o!%$#(j# +!'"(# $#l#+o(!j#) pa5#(j# *!g!$al(!. $#l#v!,!j"'!. 'a(ala) SMS 'omu(!'a-!ju ! 'o!%$#(j# I($#(#$ "#v!"a1Ovaj v!*

'o(v#g#(-!j# omogu5!la j# *!g!$al!,a-!ja a,l!3!$!. $#.(olog!ja) pa "# "v# v!%# pojam *!g!$al(a$#.(olog!ja 'o!"$! 'ao "!(o(!m ,a !(+oma-!j"'o&'omu(!'a-!j"'u $#.(olog!ju1

Ko(-#p$ *!g!$al(og j# *o"$a j#*(o"$ava(1 N#%$o j# *!g!$al(o 'a*a "u "v# (j#gov# o"o4!(# !!(+oma-!j# p#*"$avlj#(# (!,om j#*!(!-a ! (ula1 T#'"$) "l!'# ! v!*#o ,ap!"! 'oj# gl#*amo (a #'a(u'ompju$#a) pu$#m *!g!$al(# $#l#v!,!j# !l! (a 4!lo 'oj#m m#6(om u#7aju pov#,a(om (a I($#(#$)"u "amo a,l!3!$# "#'v#(-# j#*!(!-# ! (ula 'oj# !($#p#$!a ma%!(a1 Ov# (ul# ! j#*!(!-# (a,!vamo

4!$ov!ma1 B!$ j# *a'l# *!o !(+oma-!j#1


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V!,!o(a *!g!$al(# $#.(olog!j# N!-.ola" N#gopo($# !, MIT M#*!a la4&a) op!"ao j# #"#(-!ju 4!$&a1 'it nema boju" veličinu niti težinu" a može putovati br!inom svjetlosti n je najmanji atomski element u %*& informacije n je stanje postojanja+ uključeno ili isključeno" tačno ili netačno"

gore ili dole" unutar ili van" crno ili bijelo,/N#gopo($#) 9@>901

Ra,um!j#va(j# $#.(olo%'!. ! #'o(om"'!. +a'$oa *!g!$al(# #volu-!j# omogu5uj# ma'#$a!ma *aa($!-!p!aju ! 4olj# !"'o!"$# p!l!'# u *!g!$al(om "v!j#$u1


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T! +a'$oa "# po"#4(o !"$!3u 'ao'a$al!,a$o! po-#"a *!g!$al!,a-!j#>

Mooov ,a'o( /#(g1 Moores .a/08

Mogu5(o"$ '#!a(ja *!g!$al(og o'u6#(ja8

Ko(v#g#(-!ja u#7aja ! po!,vo*a1

Mooov ,a'o( j# "'a5#(a +a,a 'oja "# 'o!"$! ,a !m#(ova(j# $#.(olo%'# "!l# 'oja *j#luj# v#5 pu(!. @: go*!(a ! (agovj#%$ava "voj# *j#lova(j# ! (a#*(u *#-#(!ju1 Na,!v po$j#3# o* !m#(a!(6!(j#a ! "uo"(!va3a 'ompa(!j# 0ntel 1orporation ?o*o(a Mooa) 'oj! j# p!mj#$!o *a j# (j#gova'ompa(!jau "$a(ju *a "va'!. 9= mj#"#-! po!,v#*# (ov! po-#"o"'! 3!p) (a 'oj! 5# (a !"$u v#l!3!(u

pov%!(# 3!pa "mj#"$!$! *uplo v!%# 'ompo(#(a$a1 Dug!m !j#3!ma) "va'!. 9= mj#"#-! po-#"o"'amo5 "# u*uplava) o*(o"(o $o%'ov! o4a*# 4!$ova opa*aju1 U ova'v!m u"lov!ma g*j# -!j#(a o4a*#

4!$ova opa*a) a 4,!(a o4a*# 4!$ova u4,a(o a"$#) !$#'a'o !ma "m!"la p#$vaa$! a$om# u 4!$ov#)g*j# go* j# $o mogu5#1 Ovo j# j#*a( o* $#m#lja I($#(#$ ma'#$!(ga1

P#la,a' "a a$oma /+!,!3'og0 (a 4!$ov# /*!g!$al(o) v!$ual(o0 mo6#mo poma$a$! ! 'o, ,a'o("up"$!$u-!j# !(pu$a1 Ka*a j#*a( po!,vo*(! !(pu$ poj#+$!(!) m! (a"$oj!mo ,amj#(!$! "'uplj! !(pu$ "a$!m j#+$!(!j!m1 I"'a,a(o 'o, #la$!v(# -!j#(#) #'o(om"'! j# !"pla$!v!j# 'o!"$!$! !(pu$# 3!ja #la$!v(a-!j#(a j# "(!6#(a1 Do' -!j#(a 4!$ova *ama$!3(o opa*a) $o (!j# "lu3aj "a o"$al!m ma'#$!(%'!m$o%'ov!ma1 2!j#(a #(#g#(a$a a"$#) pap! ,a %$ampu j# "v# o"'u*(!j!) $#l#+o("'! $o%'ov!

po*aj(og o"o4lja "u "v# v!%!) a "amo v!j#m# po"$aj# (ajo"'u*(!j! #"u"1 D!g!$al(a $#.(olog!ja

mo6# pomo5! *a "# "v! ov! $o%'ov! "#6u1 Upavo ova j#*(o"$av(a #'o(om"'a "!la ,va(a"up"$!$u-!ja #"u"a gaa($!a "v# v#5! ,(a3aj o(l!(# ma'#$!(ga u 4u*u5(o"$!1

Ra(# #$ al1 /


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o*govaaju5#m j#,!'u po$o%a3#vog govo(og po*u3ja1 J#+$!(! 4!$ov! omogu5uju upavo $o &v!%#j#,!3(# #l#'$o("'#!($#+#j"# ,a po$o%a3#) (p1 u v!*u v!%#j#,!3(!. ;#4 lo'a-!ja1

D!g!$al(a $#.(olog!ja j# !"$ov#m#(o mo5(a ! +l#'"!4!l(a1 Kompju$#!) po"#4(o um#6#(!'ompju$#! /a3u(a!0) "u o*av(o p#a"l! "voju o"(ov(u ,a*a5u a3u(a(j#1 J#*(a o* (aj"mj#l!j!.v!,!ja v#,a(!. ,a *!g!$al(u $#.(olog!ju j# '#!a(j# po$pu(og *!g!$al(og "v!j#$a1 Kao p!mj##$a'vog *!g!$al(og "v!j#$a mo6#mo (av#"$! u3!o(!-u) u(u$a%(jo"$ $gov!(# !l! "!mula-!ju$gova3'og"ajma1

D!g!$al(a $#.(olog!ja '#!a o'u6#(ja1 Ova o'u6#(ja "u u "$a(ju *a po.a(juju ! p!'a,uju!(+oma-!j#) !"p!3aju p!3u) #*u-!aju po"j#$!o-a ! '#!aju (#vj#ova$(# a,o(o*#1


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Ra,um!j#va(j# glav(!. 'ompo(#(a$a *!g!$al(og o'u6#(ja omogu5uj# ma'#$a!ma #+#'$!v(!j#'o!%$#(j# *!g!$al(!. ala$a ,a '#!a(j# po$pu(og *!g!$al(og o'u6#(ja !l! .!4!*(og o'u6#(ja u'oj#m v!$ual(a "$va(o"$ "lu6! ,a augm#($a-!ju +!,!3'# "$va(o"$!1

J#+$!(a ! mo5(a *!g!$al(a $#.(olog!ja !ma jo% j#*a( 4!$a( u$j#-aj) a $o j# *!g!$al(a 'o(v#g#(-!ja1O(a p#*"$avlja "paja(j# *o "a*a o*voj#(!. !(*u"$!ja) $#.(olog!ja ! "a*6aja1

Tap"-o$$ /9@0 !"$!3# *a "u $! (aj,(a3aj(!j# 'o(v#g!aju5# !(*u"$!j#> a3u(a"$vo) 'omu(!'a-!j# !m#*!j"'! "a*6aj!1Ra3u(a"$vo u'lju3uj# 'ompju$##) "o+$v# ! 'ompju$#"'# u"lug#1 U 9@1 go*!(!u SAD&u v!j#*(o"$ ov# !(*u"$!j# !,(o"!la j# 9 m!l!ja*!) a "l!j#*!la j# !(*u"$!ja 'omu(!'a-!ja"a


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I,vo> Foma() P1 Q Sa!($ Jo.() R1 /


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Ta("m!""!o( 2o($ol Po$o-olGI($#(#$ Po$o-ol0 'oj! omogu5ava 'omu(!'a-!ju !,m#7u'ompju$#a1 Na I($#(#$u j# "v# *!g!$al(o ! "v# (a m#6! *!j#l! p#*(o"$! ! (#*o"$a$'# *!g!$al(og1

P#$.o*(!' I($#(#$&a j# ARPANET /A*va(-#* R#"#a-. Poj#-$ Ag#(-01 To j# 4!la 'ompju$#"'am#6a 'oja j# pov#,!vala 'ompju$## voj(!. la4oa$o!ja) u(!v#,!$#$a ! vla*!(!. !("$!$u-!ja "a -!lj#m*a "# #+!'a"(!j# #al!,!aju poj#'$! o* !($##"a ,a voj"'u SAD&a1 ARPANET j# u"$va! ag#(-!ja'oju j# o"(ovala am#!3'a vla*a 9@1 go*!(# "a -!lj#m *a a,v!ja "$a$#g!j"'# poj#'$# u *om#(u'omu(!'a-!ja1 Uv!*j#v%! !,u,#$a( ,(a3aj a,voja 'ompju$#"'!. m#6a) am#!3'o m!(!"$a"$vo

o*4a(# j# p#u,#lo ARPANET ! $a("+om!"alo ga u "op"$v#(u m#6u 'oja o* 91 go*!(# pa *o*a(a" (o"! (a,!v D#+#("# Da$a N#$;o' /DDN01 Naj,(a3aj(!j! *op!(o" DDN j# !,ga*(ja T2PGIP po$o'ola 'oj! p#*"$avlja o"(ovu a*a *a(a%(j#g I($#(#$&a1 Am#!3'a a'a*#m"'a "#*!(a j# 9=:1go*!(# o"(ovala "voju m#6u po* (a,!vom T.# I($#(#$) 'oja j# 9=1 go*!(# !($#g!a(a "a DDN$vo#5! am#!3'u (a-!o(al(u m#6u 'oja j# pov#,!vala voj"'u) u(!v#,!$#$#) vla*!(# !("$!$u-!j#)

NASA&u ! (ajv#5# 'ompa(!j#1 Ta'o "u po"$avlj#(! $#m#lj! *a(a%(j#m I($#(#$u1 Sl!3(# (a-!o(al(#m#6# (a"$aju ! u Euop!> JANET u B!$a(!j!) NORDU NET u S'a(*!(av!j!) FUNET u F!("'oj !$*1

Pov#,!va(j#m (a-!o(al(!. 'ompju$#"'!. m#6a (ajp!j# SAD ! Euop# u ,aj#*(!3'u !($#(a-!o(al(u m#6u o4l!'ova(a j# "$u'$ua *a(a%(j#g I($#(#$a1 I($#(a-!o(al(o pov#,!va(j# j#(a"$alo ,a.valjuju5! pv#("$v#(o T2PGIP po$o'olu 'oj! j# u"voj#( 'ao "$a(*a*1

Ovaj 'a$'! !"$o!ja$ I($#(#$a ola'%ao (am j# *#+!(!a(j# I($#(#$a kao globalne kompjuterske mreže" ili mreže svi$ mreža1 Ka'o I($#(#$ 3!(# m!l!o(! m#7u"o4(o pov#,a(!. 'ompju$#a !,

p!va$(og "#'$oa) po+!$(!. ! (#po+!$(!. oga(!,a-!ja) vla*!(!. ! (#vla*!(!. oga(!,a-!ja) 'oj! "u umogu5(o"$! *a "$vaaju ! m#7u"o4(o a,mj#(juju a,l!3!$# "a*6aj#) (a pv! pogl#* "# mo6# "$#5!u$!"a' *a j# I($#(#$ j#*(a v#l!'a a(a.!ja1 M#7u$!m) I($#(#$ 'ao !($#(a-!o(al(a m#6a !ma $a3(o*#+!(!"a(u a.!$#'$uu ! pav!la /po$o'ol#0 po 'oj!ma +u('-!o(!%#1

Ko!"(!' I($#(#$a j# "a "voj!m 'ompju$#om !l! *ug!m m#6(!m u#7aj#m) po"#*"$vom m#6# pov#,a( "a lo'al(!m povaj*#om1 Povaj*# u $om "m!"lu po*a,um!j#va ma(j#g I($#(#$ po"#*(!'a 'oj! "voj!m 'l!j#($!ma) (aj3#%5# (a $#!$o!ju j#*(og ga*a) pu6a p!"$up I($#(#$u1 Ovaj povaj*# j# "voj!m 'ompju$#!ma /"#v#!ma0 ! 'omu(!'a-!j"'!m l!(!jama pov#,a( "a povaj*#om


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(a v!%#m (!vou) (aj3#%5# (a-!o(al(!m povaj*#om) 'oj! *alj# o"$vauj# v#,u "a povaj*#!ma va((a-!o(al(!. ga(!-a1

Na "amom v.u I($#(#$ p!am!*# (ala,# "# v#l!'! I($#(#$ po"#*(!-!) po,(a$!j! 'ao BI? SI !l!v#l!'a %#"$o'a 'oja 'o($ol!%# !($#'o($!(#($al(# v#,#1 Nj!.ov! 'ompju$#! "u m#7u"o4(o

pov#,a(! p#(o"(!-!ma v#l!'# 4,!(# 'o!"$#5! p! $om# op$!3'! !l! "a$#l!$"'! l!(' ! upavo $a v#,ao4#,4j#7uj# o'o"(!-u I($#(#$a1 I($#(#$ po"#*(!' /povaj*#0 moa *a !ma op#mu o*govaaju5!.

p#+oma("! 'a'o 4! u"pj#%(o pu6ao u"lug# "voj!m 'l!j#($!ma1


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Kl!j#($! 'o!"$# ol* !*# #4) E&ma!l) FTP) IR2 ! *ug# "#v!"#) 'oj# 5#mo (#%$o *#$alj(!j#op!"a$! u (a"$av'u1 Za "va'! o* ov!. "#v!"a I($#(#$ povaj*# moa po"j#*ova$! o*govaaju5#"#v## 'oj! op"lu6uju 'o!"(!'#1 Ta'o (p1) a'o 'o!"(!' I($#(#$a 6#l! *a po%alj# #l#'$o("'u pou'u/#&ma!l0) o( j# '#!a ! upu$! povaj*#u 'oj! au$oma$"'! "$avlja 'o!"(!'u (a a"polaga(j# "voj##"u"# ! "voj #&ma!l "#v# 'oj! 5# p#u,#$! #&ma!l pou'u ! po"l!j#*!$! p!mao-u1 Na "l!3a( (a3!( "#'o!"$# ! o"$al! "#v!"!1

Da 4! "# 'omu('a-!ja (a I($#(#$u mogla o4avlja$! po$#4(! "u protokoli" 'oj! p#*"$avljaju pav!la

'oja 'ompju$#! u m#7u"o4(oj 'omu(!'a-!j! moaju po%$!va$!1 Kompju$#! 'oj! m#7u"o4(o'omu(!-!aju a,mj#(juju pou'# ! $# pou'# moaju 4!$! u o*govaaju5#m +oma$u 'oj! *#+!(!aju po$o'ol!1 Po"$oj# a,l!3!$! po$o'ol! 'oj! "# 'o!"$# (a I($#(#$u) a m! 5#mo u (a#*(oj $a4#l! (av#"$!(#'# ,(a3aj(!j# "a a"p#'$a a,um!j#va(ja $#.(olog!j# 'omu(!-!a(ja pu$#m I($#(#$a1

Ta4#la 9< & Po$o'ol! 'oj! "# 'o!"$# (a I($#(#$u

Naiv $roto"o%a

/$is $roto"o%a


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SLIP S#!al L!(# I($#(#$ Po$o-ol

Po$o'ol ,a 'omu(!'a-!ju !,m#7u 'ompju$#a 'o!"(!'a ! (j#govog

povaj*#a

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Naj3#%5# 'o!%$#( po$o'ol ,a 'omu(!'a-!ju !,m#7u 'ompju$#a

'o!"(!'a ! (j#govog povaj*#a1


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T2PGIP

Po$o'ol 'oj! o4#,4j#7uj#

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HTTP Hp# T#$ Ta("+# Po$o-ol

Omogu5uj# 'o!"(!-!ma I($#(#$a 'o!%$#(j# ol* !*# #4&a


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FTP F!l# Ta("+# Po$o-ol

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SMTP Small Ma!l Ta("+# Po$o-ol

Po$o'ol ,a "la(j# #&ma!l pou'a1


40/606

POPC Po"$ O++!-# Po$o-ol

Po$o'ol ,a p!j#m #&ma!l pou'a

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Po$o'ol ,a p#(o" (#;" pou'a1

TELNET TEL#-ommu(!-a$!o("

Po$o'ol ,a a* (a u*alj#(!m 'ompju$#!ma "#v#!ma

NET;o'


41/606

NSF N#$;o' F!l# S"$#m

Po$o'ol ,a po*j#lu #"u"a *!"'ova ! *a$o$#'a !,m#7u um#6#(!.

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Po$o'ol ,a a,mj#(u "$u'$u!a(!. /ML0 *a$o$#'a1


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O"(ov(u pogo*(o"$ I($#(#$a 3!(# (j#gov! "#v!"!1 Dva o"(ov(a ! ,a ma'#$!(g (ajva6(!ja "#v!"a "u"#v!" #l#'$o("'# po%$# /E&ma!l0 ! ol* !*# #4 /#40) 'oj! p#*"$avljaju "voj#v"(u *!g!$al(ual$#(a$!vu $a*!-!o(al(!m "#v!"!ma "la(ja p!"ama /po%$a ! +a'"0 ! 3!$a(ja (ov!(a /3a"op!"!) '(j!g#) !"l01 Po#* #&ma!la ! &a u I($#(#$ "#v!"#) o*(o"(o po*u3ja p!mj#(# I($#(#$a u4ajamo>u"#(#$ /(#;" gup#) #l#'$o("'# 'o(+##(-!j#0) FTP) TELNET ! IR2 /I($#(#$ R#la 2.a$01


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E-mail j# vj#ova$(o (aja%!#(!j! I($#(#$ "#v!"1 Omogu5uj# 4,u ! pa'$!3(u a,mj#(u #l#'$o("'!. $#'"$ual(!. pou'a ! *a$o$#'a /$#'"$ual(! *o'um#($!) 'ompju$#"'# apl!'a-!j#) ga+!'a)v!*#o) ,vu'0 p#'o 'omu(!'a-!o(# m#6# 'ao %$o j# lo'al(a 'ompju$#"'a m#6a !l! I($#(#$1I,u,#v $o%'ova "amog p!"$upa I($#(#$u) #&ma!l 'omu(!'a-!ja j# 4#"pla$(a1

2orld 2ide 2eb /;;;) ;#40 j# u, #&ma!l (aja%!#(!j! !($#(#$ "#v!"1 O( omogu5ava ga+!3'! 'o!"(!3'! !($#+#j" ,a (av!ga-!ju po .!p#$#'"$ual(!m *o'um#($!ma /;#4 "$a(!-ama ! *ug!m"a*6aj!ma0 'o!%$#(j#m 'ompju$#"'!. apl!'a-!ja) $,v1 ;#4 p#gl#*(!'a o* 'oj!. "u *a(a"

(aja%!#(!j! ?oogl# 2.om#) Mo,!lla F!#+o) MS I($#(#$ Eplo# ! Sa+a!1 #4 *o'um#($! /;#4"$a(!-#0 (ap!"a(# "u u .!p#$#'"$ual(om op!"(om j#,!'u HTML&u ! (a m#6! "# lo-!aju pu$#mu(!+om(!. lo'a$oa #"u"a /URL0) 'oj! o,(a3avaju o*#7#(! 'ompju$# ! pu$a(ju ,a p!"$upo*#7#(oj *a$o$#-!1 #4 "$a(!-# mogu *a "a*6# "v# o4l!'# mul$!m#*!jal(!. #l#m#(a$a popu$$#'"$a) "l!'a) au*!o ! v!*#o ,ap!"a1 Da(a" j# !($#g!ao go$ovo "v# o"$al# !($#(#$ "#v!"#)$a'o *a m(og! 'o!"(!-! po!"$ovj#5uju "a I($#(#$om1 Np1 ;#4 po$al! popu$;;;1a.oo1-om omogu5uju 'o!"(!'u p#$a6!va(j# ! p#gl#* ;#4 "$a(!-a) "la(j# ! p!ma(j##l#'$o("'# po%$#) -.a$ ! a,mj#(u !l! *o;(loa* *a$o$#'a1

3senet /(#;" gup#) #l#'$o("'a 'o(+##(-!ja0 "u "voj#v"(! +oum! (a I($#(#$u ,a vo7#(j# *!"'u"!ja (a o*#7#(u $#mu1 O(! omogu5uju gup(u 'omu(!'a-!ju u $,v1 *!"'u"!o(!m gupama1El#'$o("'a *!"'u"!o(a 'o(+##(-!ja "a"$oj! "# o* 3la(a'a ! popa$(!. 'om#($aa 'oj! "# o*(o"# (a

po"$avlj#(! 3la(a'1

45P /F!l# Ta("+# Po$o-ol0 j# po$o'ol ,a p!j#(o" *a$o$#'a "a j#*(# m#6(# lo'a-!j# (a *ugu) o*(o"(o "a j#*(og m#6(og u#7aja (a *ug!1 U#7aj! mogu 4!$! um#6#(! lo'al(o u(u$a j#*(#oga(!,a-!j# /!($a(#$0 !l! (a I($#(#$u1 Ta'o (p1 !($#(#$ 'o!"(!' u(u$a (#'# oga(!,a-!j# (a "vom

lo'al(om 'ompju$#u '#!a o*#7#(! *!g!$al(! "a*6aj /;#4 "$a(!-u) #&'(j!gu) apl!'a-!ju ! "l0 ! pu$#m FTP&a j# %alj# (a ;#4 "#v# 'a'o 4! $aj "a*6aj 4!o *o"$upa( *ug!m 'o!"(!-!ma 'oj! gamogu p#u,#$! pu$#m FTP po$o'ola1

5E.*E5 j# "#v!" 'oj! omogu5uj# !($#(#$ 'o!"(!'u p!javlj!va(j# ! u(o%#(j# (a#*4! (a u*alj#(! 'ompju$# 'oj! j# pov#,a( (a I($#(#$) $a'o *a 'o!"(!' !ma u$!"a' 'ao *a upo$#4ljava $#'"$ual(oo!j#($!"a( $#m!(al *!#'$(o p!'lju3#( (a u*alj#(! 'ompju$#1


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0nternet 6ela7 1$at (061) j# "#v!" ,a !($#a'$!v(u $#'"$ual(u 'omu(!'a-!ju u #al(om v#m#(u1Uglav(om j# (am!j#(j#( ,a gup(u o(l!(# 'o(v#,a-!ju u *!"'u"!o(!m +oum!ma(a,va(!m 'a(al! 'oj! "u o4!3(o po"v#5#(! *a$oj $#m!1 Ka*a 'o!"(!' *a$og 'a(ala po%alj# pou'u)(ju mogu *a po3!$aju o"$al! u3#"(!-! 'a(ala ! *a (a (ju o*govo#1 IR2 omogu5uj# ! j#*a(&(a&j#*a('omu(!'a-!ju ! *!#'$(u a,mj#(u po*a$a'a (a #la-!j! 'l!j#($&'l!j#($u1

0nternetsko telefoniranje (8o0P 8oice over 0nternet Protocol)"l!3(o j# IR2&u "amo "# 'omu(!'a-!ja o"$vauj# a'u"$!3(o1 Ra*! "# o $#.(olog!j! p!j#(o"a gla"a pu$#m I($#(#$a) 'oja j#


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(a"$ala !, po$#4# *a "# gla"ov(a 'omu(!'a-!ja u'lop! u $#.(!3'# mogu5(o"$! I($#(#$a1 P#*(o"$ovog v!*a 'omu(!'a-!j# po"#4(o *ola,! *o !,a6aja u "lu3aj#v!ma $#l#+o(!a(ja (a v#l!'uu*alj#(o"$ /#(g1 .ong %istance 1all 01

S$au"" #$ al1 /

Davao-! "a*6aja 'oj! "$vaaju !(+oma-!j#) ,a4av(# "a*6aj# ! "l!3(o) a lo-!a(! "u (a 'ompju$#!ma"a m#6(!m p!"$upom8

Ko!"(!-! /po,(a$! 'ao 'l!j#($"'! 'ompju$#!0 'oj! p!"$upaju "a*6aj!ma ! %alju #l#'$o("'u po%$u !*ug# po*a$'# pu$#m m#6#8

T#.(olo%'a !(+a"$u'$ua ,a po'#$a(j#) "$vaa(j#) gl#*a(j# !l! "lu%a(j# "a*6aja /"o+$;a# !.a*;a#01

Strate0"i $ristu$ e-mar"etin#u

M(og# 'ompa(!j# o*lu3uju "# ,a '#!a(j# "voj# ;#4 lo'a-!j# (a I($#(#$u /#(g1 2eb ite0 pv#("$v#(o !, a,loga %$o ! *ug# 'ompa(!j# u !(*u"$!j! $o pa'$!'uju !l! !, a,loga %$o po$o%a3! $o$a6#1 U ova'v!m "lu3aj#v!ma) o*lu'a *a "# '#!a ;#4 lo'a-!ja 'ao 4u*u5! (o"!$#lj ma'#$!(%'!.a'$!v(o"$! (a I($#(#$u) *o(#"#(a j# #a'$!v(o) a (# poa'$!v(o1 Po4l#m 'o* ovog p!"$upa j# %$o'ompa(!ja (aj3#%5# (# ,(a !l! (!j# u po$pu(o"$! "vj#"(a %$a o3#'uj# ! 'oja j# "v.a (j#(og I($#(#$(a"$upa1 U $om "lu3aju o(a (# mo6# !ma$! (!$! ja"(o *#+!(!a(# -!lj#v#) (!$! pla( 'a'o *a *o"$!g(# $#-!lj#v#) 'ao (!$! mo*#l ,a mj##(j# #+!'a"(o"$! "voj!. a'$!v(o"$!1 Da 4! "# !,4j#gl# $a'v# "!$ua-!j#)(#op.o*(o j# "$a$#%'! p!"$up!$! pla(!a(ju #&ma'#$!(ga u 'ompa(!j!1

S$a$#%'o pla(!a(j# j# proces upravljanja u i!radi i održavanju spoja i!me9u ciljeva" vještina i resursa organi!acije i njeni$ tržišni$ mogu#nosti koje se stalno mijenjaju /Ko$l#)

=01S$a$#%'o pla(!a(j# j# upavlja3'o "#*"$vo /ala$0 ! popu$ *ug!. upavlja3'!. "#*"$ava)'o!"$! "# "amo ,a pomo5 oga(!,a-!j! *a (apav! 4olj! po"ao1 S$a$#%'o pla(!a(j# mo6# pomo5!


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oga(!,a-!j! *a +o'u"!a "voju v!,!ju ! p!o!$#$# u o*(o"u (a pomj#(j!vu o'ol!(u $# o"!gua$! *a3la(ov! oga(!,a-!j# a*# (a o"$va!va(ju !"$!. -!lj#va1

S$a$#%'! p!"$up #&ma'#$!(gu poja"(!$ 5#mo 'o!%$#(j#m SOSTA2 mo*#la1SOSTA2 j# mo*#l pla(!a(ja) a,v!j#( :&$!. go*!(a o* "$a(# Paula Sm!$.a) a p#*"$avlja a'o(!m o* @ !j#3!#(gl#"'og j#,!'a:

Situaci&s"a ana%ia ,eng. Situation g*j# "# $#(u$(o (ala,!mo) 'a'o "$oj!mo

i%&evi ,eng. Objectives g*j# 6#l!mo 4!$!

Strate#i&a ,eng. Strategy 'a'o *a *o $amo *o7#mo

Ta"ti"e ,eng. Tactics 'a'o $a3(o (amj#avamo $amo *o5!

A"ci&e ,eng. Action %$a j# (a% pla(


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Kontro%a ,eng. Control j#"mo l! "$!gl! $amo

Sl!'a9< SOSTA2 o'v! ,a pla(!a(j# #&ma'#$!(ga


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I,vo> 2.a++#) D1 /


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U *ugom 'oa'u pla(!a(ja (#op.o*(o j# po"$av!$! -!lj#v#1 2!lj#v! $#4a *a "u SMART> ja"(! !(#*vo"m!"l#(!) mj#lj!v!) *o"$!6(!) #al(! ! ja"(o v#m#("'! o*#7#(!1 2!lj#v! $#4a *a *aju o*govo(a p!$a(j# g*j# m! 6#l!mo *o5!) ,a%$o "# 'ompa(!ja o*lu3uj# !5! o(l!(# ! 'oj# p#*(o"$! ! 4#(#+!$#o3#'uj# o* #&ma'#$!(ga1 Ja"(! -!lj#v! omogu5uj# 'val!$#$(!ju alo'a-!ju #"u"a ,a po"$!,a(j#6#lj#(og -!lja1Po"lov(! -!lj mo6# 4!$! a"$) po"$!,a(j# o*govaaju5# 'o('u#($"'# po,!-!j#)g#oga+"'! *o"#g 'ompa(!j# ! "l1

2.a++# ! Sm!$. / !*#($!+!'a-!ju -!lj(!. $6!%$a) po,!-!o(!a(j#) *#+!(!a(j#o(l!(# v!j#*(o"(# popo,!-!j#) !,4o m!'"a *!g!$al(!. 'a(ala ,a p!vla3#(j# (ov!. 'upa-a ! 'o($a'$"$a$#g!j# ,a a,v!ja(j# o*(o"a "a po"$oj#5!m 'up-!ma /2.a++# Q Sm!$.) :01

Ta'$!'# "u *#$alj! "$a$#g!j#1 U $a'$!3'# #&ala$# u4ajamo ;#4 lo'a-!ju) op$&!( #&ma!l) *!g!$al(#m#*!j"'# 'a(al# popu$ pla5#(!. uv%$#(ja /pa!* "#a-.0 ! *!"pl#j ogla"a) v!$ual(# "ajmov# !"po(,o"$va1 Sva'a $a'$!'a j# m!(! poj#'a$ 'oj! ,a.$j#va pa6lj!vo pla(!a(j# ! o*l!3(o po,(ava(j##&ala$a ! o(oga %$a o(! mogu) a %$a (#1


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A'-!j# p#*"$avljaju !mpl#m#($a-!ju ,a-$a(!. $a'$!'a 'o!%$#(j#m o*a4a(!. #&ala$a1 Do4!ma'#$a! (a"$oj# *a upavljaju "u*4!(ama "voj!. 'ompa(!ja ! (!%$a (# popu%$aju "lu3aju1 O(!(a"$oj# uv!j#' !ma$! pla( B) pla( ,a !,va(#*(# "!$ua-!j# 'ao %$o "u 'va (a ;#4 "#v#!ma)v!u"!) .a'#"'! upa*! ! "l!3(o1Ta'o7# o(! u "va'om mom#($u (a"$oj# ,(a$! 'oj! #&ala$!+u('-!o(!aju ! o"$vauju ,a-$a(# -!lj#v#) a 'oj! (#1

Za*a$a' 'o($ol# j# *a "$al(o pa$! "$#p#( o"$va#(ja p#$.o*(o *#$alj(o a,a7#(!. -!lj#va1 O"!m(a"$oja(ja *a "# po"$!g(# ,a-$a(o) ma'#$a! "$al(o (a"$oj# u(apj#7!va$! ! po*!6u lj#"$v!-u


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-!lj#va1 U $om 'o($#'"$u !. po"#4(o !($##"!a 'oj! #&ala$ !ma (aj4olj! pova$ (a !(v#"$!a(a"#*"$va /ROI0 'ao ! ,a%$o poj#*!(! #&ala$! *aju 4olj# #+#'$# (#go *ug!1

Ko($ola $a'o7# u'lju3uj# ! p!'uplja(j# o4avj#%$#(ja o 'o('u#(-!j! /eng competitive intelligence0 " -!lj#m *o4!ja(ja "a,(a(ja o $om# %$a a*#) %$a ,a (j!. +u('-!o(!a) %$a o* #&ala$a 'o!"$# a %$a (#1

2.2.1. Situaciona ana%ia

Po-#" pla(!a(ja po3!(j# "a "!$ua-!j"'om a(al!,om1 O(a $#4a *a$! o*govo (a p!$a(j#> 'a'o'ompa(!ja $#(u$(o "$oj! (a $6!%$u A(al!,a "!$ua-!j# u'lju3uj# a(al!,u p!l!'a ! p!j#$(j! 'oj#*o(o"! po"lov(o o'u6#(j#) 'oj# mo6#mo po*!j#l!$! (a ma'o ! m!'oo'u6#(j#1

Sl!'a 9C A(al!,a "!$ua-!j# *aj# !(pu$# ,a !,a*u #&ma'#$!(g pla(a


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I,vo> 2.a++# /


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SOT a(al!,a j# ala$ 'oj! "# u m#(a*6m#($u 'o!"$! ,a a(al!,u ja'!. ! "la4!. "$a(a 'ompa(!j#) $#mogu5(o"$! ! p!j#$(j! 'oj# po!,!la,# !, o'u6#(ja1

Ta4#la 9C P!mj#! #l#m#(a$a SOT a(al!,#

Mo#ućnosti

+ri&etn&e

Sma(j#(j# $o%'ova /po"#4(o ma'#$!(g

S'upo a6u!a(j# ! o*6ava(j# "o+$;a#&a ! ;#4 "!$#&a

'omu(!-!a(ja0 'o, upo$#4u *!g!$al(!. 'a(ala

/u"lj#* (p1 ,a'o("'!. pom!j#(a01

Ula,a' (a (ova $6!%$a pu$#m *!g!$al(!. 'a(ala

Ko('u#($ ag#"!v(o 'o!"$! #&po"lova(j#

S'lapa(ja pa$(#"$ava "a *ug!m 'ompa(!jama

Pojava (ov!. 'o('u#(a$a (a $6!%$u

I,ga*(ja 4olj!. 4a,a po*a$a'a o po$#(-!jal(!m

Pom!j#(# u o(l!(# (av!'ama po$o%a3a /'l!j#(a$a0 'oja

'l!j#($!ma ! 'up-!ma pu$#m *!g!$al(!. 'a(ala

,a.$!j#va pom!j#(# u 'o!%$#(!m *!g!$al(!m 'a(al!ma


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Au$oma$!,a-!ja po"lov(!. a'$!v(o"$!) 4olja

Pojava (#ga$!v(og !m!*6a ! (j#govo %!#(j# pu$#m

mj#lj!vo"$ ! po*%'a u o*lu3!va(ju

I($#(#$a

Sna#e ,&a"e strane

S%a'osti ,s%a'e strane

Ja' o*j#l ,a u"lu6!va(j# 'l!j#(a$a

N#*o"$a$a' ,(a(ja !, o4la"$! #&po"lova(ja ! #&ma'#$!(ga

O*l!3a( ;#4 "!$# ! "!"$#m 4a,a po*a$a'a

N!"'a $#.(!3'a 'opoa$!v(a 'ul$ua

Lojal(o"$ 'upa-a ! 'l!j#(a$a

N#*o"$a$a' #"u"a /+!(a(-!j"'!.) lju*"'!.0

P#po,(a$lj!v 4#(*

Lo% ;#4 "!$# ! (#po"$oja(j# 4a,# po*a$a'a o 'up-!ma

To%'ov(a p#*(o"$

N#p#po,(a$lj!v 4#(*


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P!l!'# /mogu5(o"$!0 mogu pomo5! 'o* *#+!(!a(ja -!lj(og $6!%$a !l! u$v7!va(ja mogu5(o"$! a,voja(ov!. po!,vo*a ! u"luga) *o' p!j#$(j# p#*"$avljaju ,o(# !,lo6#(o"$! 'ompa(!j# va(j"'!mu$j#-aj!ma1 Kao p!mj# mo6#mo (av#"$! p!o(!a u #&$gov!(!) 'ompa(!ju Ama,o(1-om) 'oja j# m#7u

pv!m !"'o!"$!la mogu5(o"$! o(l!(# po*aj# $a'o *a go$ovo (!j# (! !mala 'o('u#(-!ju1 Najv#5a p!j#$(ja ,a ovu 'ompa(!ju 4!la j# v#l!'a a'-!ja j#*(og o* la(a-a '(j!6aa *a o"voj! I($#(#$ $6!%$#1

Najv#5a "la4o"$ +!m# 4!la j# $o *a (!j# !mala !"'u"$va u po*aj! '(j!ga) (!$! u o4a*! $a("a'-!ja "'#*!$(!m 'a$!-ama) 'ao (!$! u pa'ova(ju '(j!ga ,a !"pou'u1 S(aga +!m# 4!o j# pam#$a( !$al#($!a( $!m 'oj! j# "$al(o 4!o +o'u"!a( ! uo3!o j# o(o %$o (!j# ,(ao1

Ta4#la 9 P!mj#! 'lju3(!. !($#(!. "(aga /"po"o4(o"$!0 'ompa(!j# ,a #&po"lova(j#

Interne s$oso'nosti

+rim&eri

I($#a'-!j# 'l!j#(a$a

E&$gov!(a) u"lug# 'l!j#($!ma) *!"$!4u$!v(! 'a(al!

Po!,vo*(ja ! !"pu(j#(j#

Upavlja(j# o*(o"om "a 'up-!ma) a"po#* po!,vo*(j#) upavlja(j# ,al!.ama

Lju*!


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Kul$ua) vj#%$!(#) upavlja(j# ,(a(j#m) vo*"$vo) po"v#5#(o"$ #&po"lova(ju

T#.(olog!ja

S!"$#m! ERP) m#6#) ;#4 "!$#) "!gu(o"$) IT vj#%$!(#1

O"(ov(a !(+a"$u'$ua

F!(a("!j"'! "!"$#m!) a,voj ! !"$a6!va(j#) 'a*ov"'! #"u"!

I,vo> A*ap$!a(o !,> Kala'o$a Q Ro4!("o( /90

Na "vj#$"'om B


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Euop#)


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F#*#al Ta*# 2omm!""!o( /


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P!va$(o"$ 'ao po*a,um!j#va(a po"$av'a $a6! o* 'ompa(!ja *a "# (a p!va$(o"$ m!"l! u "v!m+a,ama a,voja po!,vo*a ! u"luga1 Impl#m#($a-!ja ov!. p#pou'a !ma ,a -!lj *a pov#5a

povj##(j# %$o 4! *alj# $#4alo la(3a(o "$!mul!a$! $gov!(u1

2.2.1.2. E-"u$ci

Po$o%a3! "u #"#(-!jal(a 'ompo(#($a ma'#$!(g "!"$#ma1 O(! "u ,a u"pj#%(# 'ompa(!j# popu$'alj#va u %a.ov"'oj pa$!j! o'o 'oj!. "# "v# v$!1 Ra,um!j#va(j# po$o%a3a) (j!.ov!. *#moga+"'!.'aa'$#!"$!'a) po(a%a(ja) "$!lova 6!vo$a ! "$avova) o* !,u,#$(og j# ,(a3aja ,a 'val!$#$(o ".va$a(j# !,a*ovolj#(j# (j!.ov!. po$#4a) 6#lja ! ,a.$j#va1 2!lj ma'#$!(ga j# p!vu5! (ov# po$o%a3# 'o,o4#5a(j# "up#!o(# v!j#*(o"$!) $# ,a*6a$! po"$oj#5# po$o%a3# 'o, !"pou'u ,a*ovolj"$va ! $ov#5#g ,a*ovolj"$va o* o(og %$o ga pu6a 'o('u#(-!ja1

Za*ovolj!$! po$o%a3# u o(l!(# o'u6#(ju po"$alo j# $#6# ! 'ompl#'"(!j# (#go a(!j#1 O(l!(#

po$o%a3! "# ,(a3aj(o a,l!'uju o* *o"a*a%(j!. $a*!-!o(al(!. o++l!(# po$o%a3a) 'a'o u "vom p!"$upu 'upov!(!) $a'o ! u #a'-!jama (a ma'#$!(%'# a'$!v(o"$!1 O(l!(# po$o%a3! "u mo5(!j!) u"m!"lu "voj# p#govaa3'# mo5! 'oja j# poa"la o(og mom#($a 'a*a j# I($#(#$ o4!3(om 3ovj#'uomogu5!o ,(a$(o 46! ! go$ovo 4#"pla$a( p!"$up go$ovo "v!m !(+oma-!jama1 I (# "amo *a o(l!(#

po$o%a3! "a*a mogu *o(o"!$! 'val!$#$(!j# o*lu'# o 'upov!(!) o(! "a*a mogu u m(ogo v#5oj mj#!u$j#-a$! ! (a o*lu'# *ug!.1 Sv# $o omogu5!la j# pojava I($#(#$a) 'oja j# go$ovo !, $#m#lja

pom!j#(!la (a3!( 'omu(!-!a(ja1

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pova$(# !(+oma-!j#) u o(l!(# o'u6#(ju upavo "u po$o%a3! $! 'oj! !(!-!aju 'omu(!'a-!ju)'omu(!'a-!ja j# po*lo6(a (j!.ovoj 'o($ol!) o(! "v# v#5! ,(a3aj p!*aju va6(o"$! ! 'val!$#$!!(+oma-!j# ! vlo (#ga$!v(o #ag!aju (a pou'# 'oj!ma j# -!lj "amo po*aja1

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Skripta Predavanja E-marketing 2015