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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
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    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)

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    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.

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    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

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