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Digitalno Marketing I „Vi“ U Digitalnom Okruženju

Author

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  • Julija Avakumović
  • Jelena Avakumović

Abstract

U današnje vreme, sa pojmovima kao što su digitalni marketing, digitalno okruženje, e marketing, digitalni brend, veštačka inteligencija (VI) svi se vrlo često susrećemo prateći različite elektronske medije. Pojam marketing je mnogo širi pojam, on predstavlja poslovnu filozofiju, koncepciju poslovanja, koja obuhvata veliki broj procesa. Marketing je društveni i upravljački proces, kojim pojedinci i grupe dobijaju ono što trebaju i što žele, kroz kreiranje, ponudu i slobodnu razmenu proizvoda i usluga od vrednosti sa drugima (Kotler, 2000, 2017). Digitalni marketing predstavlja nadogradnju dosadašnjeg marketing koncepta, kroz primenu digitalnih tehnologija i medija. Kao što se marketinški ciljevi kompanije hijerarhijski izvode iz poslovnih ciljeva, tako se i ciljevi digitalnog marketinga izvode iz marketing ciljeva. Na osnovu ciljeva, razvija se strategija online nastupa, definiše se online propozicija vrednosti i način diferenciranja u online okruženju. Veštačka inteligencija (VI) je sposobnost računara ili kompjuterski kontrolisanog robota da obavlja zadatke koji se obično povezuju sa inteligentnim bićima. VI se odnosi na simulaciju ljudske inteligencije putem mašina koj su programirane tako da misle kao ljudi i oponašaju njihova dela. Termin se takođe može primeniti na bilo koju mašinu koja pokazuje osobine povezane sa ljudskim umom, kao što su učenje i rešavanje problema.

Suggested Citation

  • Julija Avakumović & Jelena Avakumović, 2025. "Digitalno Marketing I „Vi“ U Digitalnom Okruženju," Finansijski savetnik, Center for Economic and Financial Research (Belgrade), the Balkan Scientific Association of Agricultural Economists, and the University of Business Studies in Banja Luka, Bosnia and Herzegovina, vol. 30(1), pages 7-39, December.
    • Handle: RePEc:faj:finadv:v:30:y:2025:i:1:id:1
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