20.500.12556/RUL-175950 Pregled novih tehnologij v marketingu in njihova prisotnost v slovenski marketinški praksi magistrsko delo Overview of new technologies in marketing and their presence in Slovenian marketing practice Magistrsko delo obravnava pojav in razvoj novih tehnologij v marketingu, ki so v zadnjem desetletju doživele izrazit napredek. V teoretičnem delu so analizirane izbrane tehnologije, med njimi umetna inteligenca, internet stvari (IoT), robotika in blockchain, s poudarkom na njihovem vplivu na marketinške procese, personalizacijo izkušenj potrošnikov ter optimizacijo poslovnega odločanja. Raziskovalni problem izhaja iz potrebe po razumevanju stopnje razširjenosti in dejanske uporabe teh tehnologij v slovenskih podjetjih ter prepoznavanja ključnih prednosti, omejitev in posledic njihove implementacije. Empirični del temelji na kvantitativni raziskavi, izvedeni z anketnim vprašalnikom med zaposlenimi v marketingu. Rezultati kažejo, da podjetja nove tehnologije uvajajo v različnem obsegu, pri čemer je umetna inteligenca med najbolj prepoznavnimi in uporabljenimi, medtem ko sta IoT in robotika še v zgodnejši fazi uvedbe. Prednosti vključujejo večjo učinkovitost, ciljno usmerjenost kampanj in avtomatizacijo procesov, med ovirami pa izstopajo visoki stroški, pomanjkanje znanja ter etična in varnostna vprašanja. Delo ponuja celovit vpogled v stanje digitalne preobrazbe slovenskega marketinga ter predstavlja podlago za nadaljnje raziskave in strateško načrtovanje implementacije novih tehnologij. The master's thesis examines the emergence and development of new technologies in marketing, which have experienced significant progress over the past decade. The theoretical part analyses selected technologies, including artificial intelligence, the Internet of Things (IoT), robotics, and blockchain, focusing on their impact on marketing processes, the personalisation of consumer experiences, and the optimisation of business decision-making. The research problem stems from the need to understand the extent and actual use of these technologies in Slovenian companies, as well as to identify the key advantages, limitations, and consequences of their implementation. The empirical part is based on a quantitative study conducted through a survey among employees in marketing. The results show that companies adopt new technologies to varying degrees, with artificial intelligence being among the most recognised and widely used, while IoT and robotics remain in earlier stages of implementation. The advantages include increased efficiency, more targeted campaigns, and process automation, while the main barriers are high implementation costs, lack of knowledge, and ethical and security concerns. The thesis provides a comprehensive insight into the state of digital transformation in Slovenian marketing and serves as a basis for further research and strategic planning for the implementation of new technologies. nove tehnologije marketing umetna inteligenca internet stvari (IoT) slovenska podjetja new technologies marketing artificial intelligence Internet of Things (IoT) Slovenian companies true true false L. Bohinc Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-11-14 07:30:03 2025-11-14 07:30:10 2025-12-16 03:57:03 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (96 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:62(043.2) 185055 257270531 23632.pdf 23632.pdf 1 93711DDA9115D52745DA19E750B7495C a27ffbdef3ffe231e9974560e2da985de69231c4f28629a175d864b4b277b680 082e016f-c123-11f0-9328-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=221925 Fakulteta za družbene vede 0 0 0