IDEAS home Printed from https://ideas.repec.org/a/zna/indecs/v16y2018i2p265-274.html
   My bibliography  Save this article

Internet Marketing as a Business Necessity

Author

Listed:
  • Aleksandar Grubor

    (University of Novi Sad - Faculty of Economics in Subotica, Subotica, Republic of Serbia)

  • Olja Jaksa

    (University of Novi Sad - Faculty of Economics in Subotica, Subotica, Republic of Serbia)

Abstract

The pace at which marketing discipline evolves each year is challenging for both individual marketing experts and companies as systems, which are permanently competing for global consumers. With the development of the Internet as the main channel and best opportunity for the implementation of the optimal "one-to-one" marketing model, Internet marketing as a new area of marketing theory and practice has emerged and is constantly improving. On the other side, the power and attractiveness of online surrounding have also transformed the way consumers behave, creating new patterns and lifestyle that have to be taken into account when creating appropriate Internet marketing strategies, far different from the traditional ones. Thus, the aim of this article is to examine fundamentals of Internet-based marketing, and to analyse challenges and opportunities that should be addressed by modern companies in their Internet marketing strategies, together with possible limitations and risks that emerged in the electronic marketplace. The method used in the article is secondary research, and implies a detailed analysis of researches and studies in the given field.

Suggested Citation

  • Aleksandar Grubor & Olja Jaksa, 2018. "Internet Marketing as a Business Necessity," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 16(2), pages 265-274.
    • Handle: RePEc:zna:indecs:v:16:y:2018:i:2:p:265-274
    as

    Download full text from publisher

    File URL: http://indecs.eu/2018/indecs2018-pp265-274.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zekić-Sušac Marijana & Has Adela, 2015. "Data Mining as Support to Knowledge Management in Marketing," Business Systems Research, Sciendo, vol. 6(2), pages 18-30, September.
    2. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    3. Kaplan, Andreas M., 2012. "If you love something, let it go mobile: Mobile marketing and mobile social media 4x4," Business Horizons, Elsevier, vol. 55(2), pages 129-139.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sang-Uk Jung & Valeriia Shegai, 2023. "The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    2. Radenka Mitova & Bilyana Borisova & Boian Koulov, 2021. "Digital Marketing of Bulgarian Natural Heritage for Tourism and Recreation," Sustainability, MDPI, vol. 13(23), pages 1-21, November.
    3. Adam Madleňák & Václav Kupec & Vladimíra Hladíková & Přemysl Písař & Michael Kupec, 2023. "Digitalisation as a Prerequisite for the Groundswell Concept Encouraging the Optimisation of Investments in Online Advertising Using an Audit Approach," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, September.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    2. Xing Wan & Javier Cenamor & Jing Chen, 2017. "Exploring Performance Determinants of China’s Cable Operators and OTT Service Providers in the Era of Digital Convergence—From the Perspective of an Industry Platform," Sustainability, MDPI, vol. 9(12), pages 1-19, December.
    3. Kaur, Puneet & Dhir, Amandeep & Bodhi, Rahul & Singh, Tripti & Almotairi, Mohammad, 2020. "Why do people use and recommend m-wallets?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    4. Polat Can & Ilker Çetin, 2017. "A Research on the Comparison of the Effect of Benefits Obtained from Social Media Marketing to Brand Commitment in Terms of Domestic and Foreign Consumers," International Business Research, Canadian Center of Science and Education, vol. 10(2), pages 29-42, February.
    5. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    6. Lagin, Madelen & Gebert-Persson, Sabine, 2015. "Defining the links between retail price strategies and price tactics," HUI Working Papers 110, HUI Research.
    7. Georgios Polydoros, 2022. "Digital Marketing Techniques and Tools in Covid-19 era," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 86-91, November.
    8. Yandong Wang & Teng Wang & Xinyue Ye & Jianqi Zhu & Jay Lee, 2015. "Using Social Media for Emergency Response and Urban Sustainability: A Case Study of the 2012 Beijing Rainstorm," Sustainability, MDPI, vol. 8(1), pages 1-17, December.
    9. Juan Gabriel Martínez-Navalón & Vera Gelashvili & José Ramón Saura, 2020. "The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses," IJERPH, MDPI, vol. 17(15), pages 1-17, July.
    10. Sven Tischer, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers SFB649DP2012-064, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    11. Ivanete Schneider Hahn & Flavia Luciane Scherer & Kenny Basso & Marindia Brachak dos Santos, 2016. "Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation," Brazilian Business Review, Fucape Business School, vol. 13(4), pages 49-71, July.
    12. Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
    13. Dilaver Tengilimoglu & Nilgün Sarp & Cemre Eda Yar & Meral Bektaş & Mehmet Nil Hidir & Esin Korkmaz, 2017. "The consumers' social media use in choosing physicians and hospitals: the case study of the province of Izmir," International Journal of Health Planning and Management, Wiley Blackwell, vol. 32(1), pages 19-35, January.
    14. Elena Casprini & Alberto Di Minin, 2015. "How are companies facing the social media (r)evolution?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 67-86.
    15. Dass, Mayukh & Kumar, Shivina, 2014. "Bringing product and consumer ecosystems to the strategic forefront," Business Horizons, Elsevier, vol. 57(2), pages 225-234.
    16. Soyoung An & Weolho Kim & Bongkoo Lee & Jungho Suh, 2022. "A Study on the Tourism-Related Information Consumption Process of Tourists on Social Networking Sites," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    17. Khawaja Khalid Mehmood1 & Nadeem Ahmed Sheikh & Farkhandah Batool, 2020. "Enhancing Organizational Performance through Social Media use and Knowledge Management," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 16(1), pages 193-210.
    18. Hung-Pin Shih & Pei-Chen Sung, 2021. "Addressing the Review-Based Learning and Private Information Approaches to Foster Platform Continuance," Information Systems Frontiers, Springer, vol. 23(3), pages 649-661, June.
    19. Kaplan, Andreas M. & Haenlein, Michael, 2016. "Higher education and the digital revolution: About MOOCs, SPOCs, social media, and the Cookie Monster," Business Horizons, Elsevier, vol. 59(4), pages 441-450.
    20. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.

    More about this item

    Keywords

    internet marketing; digital marketing; online marketing; online consumer;
    All these keywords.

    JEL classification:

    • L89 - Industrial Organization - - Industry Studies: Services - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zna:indecs:v:16:y:2018:i:2:p:265-274. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Josip Stepanic (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.