Internet Marketing Strategy for Zagreb Inspekt d.o.o. in Business-to-Business Market

U radu je prikazan odabir strategije internetskog marketinga za poduzeće Zagreb Inspekt d.o.o., odnosno za Poslovnu jedinicu 16 koja samostalno djeluje unutar poduzeća. Prvo poglavlje predstavlja uvod u rad u kojem se definira tema rada i opisuje istraživanje. Opisuje se i definira problem i predmet istraživanja, kao i ciljevi istraživanja i istraživačka pitanja. Navode se metode koje se koriste u radu i određuje struktura rada. Drugi dio rada se odnosi na analizu literature i prikupljanje sekundarnih podataka na temelju kojih se predlaže internetska marketinška strategija poduzeća Zagreb Inspekt d.o.o., odnosno Poslovne jedinice 16. Opisan je internetski marketing, sadržajni marketing i tržište poslovne potrošnje. Prikazane su i opće informacije o poduzeću Zagreb Inspekt d.o.o. i Poslovnoj jedinici 16 te analiza trenutnih marketinških aktivnosti kroz analizu konkurencije i marketinški miks. Poseban naglasak je stavljen na Poslovnu jedinicu 16 na koju se odnosi implementacija internetske marketinške strategije. Završni dio rada se odnosi na provedeno istraživanje i prijedlog strategije sadržajnog marketinga za Poslovnu jedinicu 16 u poduzeću Zagreb Inspekt d.o.o. te zaključke i saznanja stečene tijekom istraživanja i pisanja rada.This paper depicts the selection process of an internet marketing strategy for the company Zagreb Inspekt d.o.o., more specifically, for Poslovna Jedinica 16, which operates independently within the company. The introductory first chapter presents the topic of the paper and describes the conducted research. The problem and subject of the research are described and defined, as well as the research objectives and research questions. It also provides an overview of the research methods used and determines the structure of the paper. The second part of the paper deals with the analysis of literature and collection of secondary data, which is the basis for the internet marketing strategy proposal for Zagreb Inspekt d.o.o., i.e. Poslovna Jedinica 16. Internet and content marketing, as well as the business-to-business market, are described. General information is also presented about Zagreb Inspekt d.o.o. and Poslovna Jedinica 16, as well as an analysis of current marketing activities through competition analysis and marketing mix. Poslovna Jedinica 16 was especially emphasized, as it is directly related to the implementation of the internet marketing strategy. The final part of the paper explores the conducted research and proposes a content marketing strategy for Poslovna jedinica 16 within the company Zagreb Inspekt d.o.o. Lastly, it presents the conclusions and insights which stem from the research and writing process