Rozprawy doktorskie na temat „Internet marketing”
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1
Гладченко, Оксана Робертівна, Оксана Робертовна Гладченко, Oksana Robertivna Hladchenko i J. Grymailo. "Internet marketing". Thesis, Вид-во СумДУ, 2009. http://essuir.sumdu.edu.ua/handle/123456789/17077.
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Faria, Giuliana Mendonça de. "Marketing na internet". Florianópolis, SC, 2001. http://repositorio.ufsc.br/xmlui/handle/123456789/81729.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Made available in DSpace on 2012-10-19T07:15:48Z (GMT). No. of bitstreams: 0Bitstream added on 2014-09-25T23:03:52Z : No. of bitstreams: 1 187068.pdf: 4495550 bytes, checksum: 8923cd4364b0361f52903f14d7e2ae85 (MD5)
O objetivo deste estudo é propor um plano de marketing para ser utilizado na divulgação do site do Sindicato Rural de Campo Grande. Para isto são revistos conceitos nas áreas de marketing e marketing na Internet. Partindo do plano de marketing sugerido por Ambrósio (1999), foram verificadas quais estratégias deste plano foram ou estão sendo utilizadas pelo Sindicato Rural de Campo Grande. O plano de marketing utilizado possui quatro fases: oportunidades, marketing estratégico, marketing tático e operação e controle; dentro dessas fases são analisadas diversas estratégias de marketing para garantir a sua eficácia e para que a organização atinja seus objetivos. Verificou-se que a organização estudada não possui plano de marketing e atua de maneira desintegrada nas suas estratégias de marketing e comunicação e, através desta pesquisa a organização poderá utilizar este plano para obter eficácia na divulgação do seu site na Internet.
3
Brounek, Radim. "Internetový marketing". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224532.
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Diploma thesis deals with the internet promotion of the company XY s.r.o. For company will be created new companies website and e-shop. Internet marketing is focused on increasing website and e-shop traffic. Thesis will describe current situation of company using PEST, PORTER and SWOT analysis. According to the results of analysis will be selected the most appropriate solution to achieve objectives. Individual targets will be progressively developed and continuously monitored and evaluated. After a period of one year will be suggested suitable procedures for further websites development.
4
Varfan, Mona, i Alfa Shima. "Traditional marketing vs. Internet marketing. A comparison". Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-777.
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Title: Traditional marketing vs. Internet marketing: A comparison
Problem: Marketing is an important strategy for businesses and it contains numerous effective tools. Traditional marketing has been in use for many years and nowadays Internet has brought new ways of doing business for companies and that has affected marketing. What are the main differences between Internet marketing and traditional marketing? Which one of the two approaches contains the most used and effective marketing tools according to chosen companies in this thesis?
Purpose: The aim of this study is to compare traditional marketing and Internet marketing and show the differences of characteristics between them. And to find out what marketing tools are effective for some chosen companies in the fashion industry.
Method: The information gathered in this study was obtained through qualitative research from textbooks, websites, articles and interviews. Some quantitative data such as statistics were also gathered. The authors conducted interviews with few companies operating in the fashion industry to collect information needed for the analysis in this study.
Conclusion: By analysing different aspects of theory, comparison and interview answers, the authors came to a conclusion. Using the advantages of both Internet marketing and traditional marketing according to the goals of the company, is considered to be the most effective way of marketing. Comparing the two approaches, Internet seemed to be a complementary tool to traditional marketing.
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Herrera, Ana Laura. "El marketing en internet". Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2011. http://bdigital.uncu.edu.ar/5173.
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Internet ha supuesto una revolución sin precedentes en el mundo, tanto de la
informática como de las telecomunicaciones. Los inventos como el teléfono, radio, y
computadora sentaron las bases para esta integración de capacidades nunca antes vistas.
Internet es un medio de difusión mundial, una herramienta de propagación de información,
y un medio de interacción entre personas de todo el mundo, sin importar donde se
encuentren.
El presente trabajo tiene por objetivo describir cómo ha evolucionado el Marketing
en las organizaciones, hasta llegar al “Marketing on-line" herramienta fundamental en los
tiempos que corren. Además, analizar la situación actual del uso de las nuevas tecnologías
en Argentina y su rol como promotor en el desarrollo económico local y regional.Fil: Herrera, Ana Laura. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Vorel, Lukáš. "Internet marketing in SME". Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18169.
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This thesis aims to explore concrete ways of application of internet marketing for promotion of a small service oriented business-to-business (B2B) company in broader context of the so-called new economy. To support the validity of the presented applications the thesis first draws on well-established theory of marketing concepts. In the second part of the paper, the role of internet marketing in business strategy of small and medium sized enterprises is explored. The thesis then continues with detailed description of particular tools of internet marketing and discusses their relevance and most appropriate application in the chosen field. In the application part of this thesis, the tools of Google Search Engine Marketing, which are perceived as the most efficient agent of small business promotion, are field-tested in a real small business promotion campaign. Finally, the thesis concludes with discussion of possibilities of future development in the field of internet marketing and sums up the overall findings of this paper. Throughout this thesis, the examined new technologies are regarded through the lenses of practical experience reported by their users and, at the same time, with consideration to established theoretical framework.
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Gabriel, Vladislav. "Internet v marketingu". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16633.
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This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.
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Heckroodt, Steyn. "A strategic marketing approach to Internet marketing implementation". Thesis, Stellenbosch : Stellenbosch University, 2000. http://hdl.handle.net/10019.1/51625.
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Thesis (MBA)--Stellenbosch University, 2000.Some digitised pages may appear illegible due to the condition of the original hard copy.
ENGLISH ABSTRACT: The Internet encompasses a wide range of applications. Since its arrival in the computer technology industry, it has covered substantial grounds in the development as an tool/medium to enhance commerce. It has also brought along with it problems and new challenges to each level of managerial competence in the business world. The researcher shows through this study project the importance of business strategy and functional level strategy (marketing) as the basis for the implementation and utilisation of Internet marketing as a marketing tool. Conventional business and marketing practices are used in terms of strategic planning and formulation, to illustrate the importance of the strategic factor when incorporating the Internet into the daily business practices of companies. This study project relates specifically to Internet marketing and elaborates on various aspects of the marketing function to support the premise that the Internet is merely a tool, which can extend the company marketer's existing capabilities. The researcher aims to suggest that the Internet does change/extend numerous business practices, but the core principles in so far as strategic management is concerned, still needs to be adhered to. The researcher refers to numerous real life examples to highlight these points and make the practical application of its guidelines in terms of Internet marketing implementation and utilisation as easy as possible to understand and follow by the company marketer.
AFRIKAANSE OPSOMMING: Die Internet behels 'n wye reeks toepassings. Sedert die verskyning van die Internet in die rekenaar tegnologie bedryf, het dit aansienlike vordering gemaak ten opsigte van die aanwending as 'n "medium" om besigheid te verbeter. Dit het egter ook sy eie probleme en nuwe uitdagings saam gebring vir elke vlak van bestuursvernuf in die korporatiewe besigheidsarena. Die navorser toon by wyse van hierdie werkstuk die belangrikheid aan van 'n besigheidstrategie en 'n funksionele vlak strategie - spesifiek bemarking - as die basis vir die implimentering en aanwending van Internet bemarking. Konvensionele besigheids- en bemarkings praktyke word gebruik, in terme van strategiese beplanning en formulering, om die belangrikheid van die strategiese aspek aan te toon wanneer dit kom by die inkorporering van die Internet by die daaglikse besigheid van maatskappye. Aangesien die onderwerp van hierdie werkstuk spesifiek verband hou met Internet bemarking, brei die navorser uit oor die verskeie aspekte van die bemarkingsfunksie om sodoende sy siening te ondersteun. Dit is dat die Internet slegs as 'n medium gebruik moet word om die bestaande bevoegdhede van die bemarker uit te brei. Die navorser poog om aan te dui dat die Internet wel talle bestaande besigheidspraktyke verander, maar dat die kern-beginsels in so verre strategiese bestuur aan betref, steeds aandag moet geniet. Die navorser verwys na verskeie werklike voorbeelde om hierdie punte te beklemtoon en om die praktiese toepassing van die riglyne in terme van In Internet bemarkingstrategie so maklik moontlik te maak om te verstaan en toe te pas deur die maatskappybemarker.
9
Rimbach, Felix. "Internet marketing for profit organizations : a framework for the implementation of strategic Internet marketing". Thesis, University of Plymouth, 2010. http://hdl.handle.net/10026.1/2349.
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The development of the Internet has significantly changed the face of established markets and operation approaches across a tremendous spectrum of different industries. Within the competitive environment of those industries, the opportunities and risks derived from the new platform are so ubiquitous that unused opportunities quickly translate into potential risks. Those opportunities and risks demand for a structured approach how to implement a sustainable Internet marketing strategy that targets clear business objectives. Marketing and strategic management theory describes very clear structural principles towards their operational implementation. Based on those principles an extensive literature review has been conducted which confirms the result from representative statistics that demonstrate the lack of a comprehensive framework for strategic Internet marketing. The distinct result of this research is such a comprehensive framework which has been directly derived from the illustrated principles of strategic management and Internet marketing. All major components of this generic framework are designed, evaluated in dedicated surveys and validated in extensive case studies. The main achievements of the research are: A comprehensive review of the current state-of-the-art Internet marketing strategies. Conceptual specification of a strategic Internet marketing framework with generic applicability to profit organizations. Demonstration of the practical feasibility of the proposed framework at the implementation level (via several examples like the SIMTF and SIMPF). Confirmation of the applicability of the framework based upon a survey of potential beneficiaries. Validation of the effectiveness of the approach via case study scenarios. Changing the understanding of a former technical discipline, the thesis describes how Internet marketing becomes a precise strategic instrument for profit organizations. The new structured, complete and self-similar framework facilitates sales organizations to significantly increase the effectiveness and efficiency of their marketing operations. Furthermore, the framework ensures a high level of transparency about the impact and benefit of individual activities. The new model explicitly answers concerns and problems raised and documented in existing research and accommodate for the current limitations of strategic Internet marketing. The framework allows evaluating existing as well as future Internet marketing tactics and provides a reference model for all other definitions of objectives, KPI and work packages. Finally this thesis also matures the subject matter of Internet marketing as a discipline of independent scientific research providing an underlying structure for subsequent studies.
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Kerner, Martin. "Erfolgsfaktoren im konsumentengerichteten Internet-Marketing /". Norderstedt : Books on Demand, 2004. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=012960391&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Kananovich, Hanna. "Internet Marketing in International Tourism". Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201669.
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The Masters thesis focuses on Internet activities implemented in the sphere of international tourism. The data for analysis was collected by the author during the years 2013-2015. Based on insights discovered during employment with Aqua Vita travel agency and information from specialized literature, the author conducts analysis of the current Internet marketing tools implemented by the company. Based on the results of the analysis, the author suggests several improvements for Aqua Vita travel s.r.o. The recommendations are aimed to increase the efficiency of the selected Internet marketing tools, to reduce costs and to improve the companys presence online.
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Brito, Breno Xavier de. "Estratégia de marketing via internet". Florianópolis, SC, 2002. http://repositorio.ufsc.br/xmlui/handle/123456789/84385.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Made available in DSpace on 2012-10-20T08:51:37Z (GMT). No. of bitstreams: 1 188659.pdf: 1885391 bytes, checksum: dddac502627fe17f594ecb70ae0d5c42 (MD5)
Através desta pesquisa procurou-se analisar a concepção e implementação das estratégias de marketing via Internet da Universidade Católica de Goiás. A fundamentação teórica envolveu a conceituação tradicional de marketing, complementada com as novas publicações específicas ao tema, abordando as mais recentes estratégias que devem ser implementadas, bem como as ferramentas mais utilizadas (neste caso a construção de sites e a utilização de e-mail) para a obtenção de um retorno sobre o investimento (RSI) satisfatório. A metodologia escolhida foi o estudo de caso, através da aplicação de um questionário com perguntas abertas, nos níveis estratégico, tático e operacional, posteriormente analisado, buscando comparar o referencial teórico pesquisado e as estratégias efetivamente concebidas e implementadas pela UCG. A relevância deste estudo está principalmente vinculada à atualidade do tema, envolvendo o marketing on-line ou web marketing, que vem sendo alvo de constantes pesquisas e publicações, estabelecendo um novo paradigma para o desenvolvimento das estratégias de marketing das empresas, comprovando a importância, cada dia maior, da profissionalização da administração de marketing das organizações, sejam elas públicas ou privadas, governamentais ou não governamentais, filantrópicas ou com fins lucrativos.
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Longuinho, Rodrigo Ernani. "Marketing de relacionamento na internet". Florianópolis, SC, 2003. http://repositorio.ufsc.br/xmlui/handle/123456789/84587.
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Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Made available in DSpace on 2012-10-20T10:41:40Z (GMT). No. of bitstreams: 1 195593.pdf: 582545 bytes, checksum: 6a18ae3a93df1f7bc22d1f65c21c4113 (MD5)
O presente trabalho analisa e avalia a otimização de um canal de relacionamento entre a Fiat Automóveis S/A e seus clientes finais, via internet, buscando a fidelização com a troca de informações e a disponibi0lização de serviços. Para esse fim, faz parte deste estudo procurar conhecer quais as expectativas dos clientes a respeito de informações e serviços que podem ser disponibilizados no site, verificar o grau de coerência existente entre as estratégias utilizadas pela empresa e a percepção dos clientes, e identificar o público alvo para o relacionamento via internet. Para coletar essas informações foram realizadas duas pesquisas, sendo uma através de enquete no site www.fiat.com.br e outra através de discussão em grupo. Com isso combinou-se o método qualitativo com o quantitativo, sendo considerada válida na análise bibliográfica realizada. A motivação para acessar e, mais do que isso, manter-se em contato com um determinado site, depende, portanto, mais do perfil comportamental, do que da proposta conceitual que se oferece. O conjunto das informações obtidas, aponta para a aventura como temática guarda-chuva para o novo Clube Fiat. Isto significa dizer que a abordagem de cada tema, e mesmo de cada promoção (e até de serviço, quando possível), deve, pelo menos, tangenciar o 'modo aventura de ver a vida'. Este espírito de aventura oferece coerência, combina com o produto carro, com o sonho e a necessidade de liberdade de muitos e, fundamentalmente, combina com a imagem Fiat. The present work analyze and value the optimization of a relationship channel between Fiat Automóveis and your final customers, through the internet searching the faithfulness with the exchange of information and the offering of services. For this reason, made part of this study try to know what are the expectations of the customers in respect of information and services that can be available on the website, check the level of coherence existing between the strategies used by the company and how the customers realized that, and identify the target public for the internet relationship. To collect those information were made two research, one through the website
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Beneš, Pavel. "Využití Internetu pro marketing malé firmy". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-73536.
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My diploma thesis addresses the usage of the internet for marketing of small-scale enterprises in our surroundings. My goal is to analyse the internet environment and the possibilities of its use for marketing purposes. The analysis of internet utilities is also included. There is one case study of small-scale enterprise with appropriate conclusions in the final part of my diploma thesis. My thesis is divided into two parts. In the first part I created theoretical footholds for my thesis and I described the dilemma of the internet marketing with the use of propriate specialized literature and internet sources. I describe small-scale enterprises and it's role in our economy. This parts also includes the development of the Internet in the whole world and in the Czech republic and I want to make the acquaintance of internet as a marketing tool. The second part, the practical one, covers specific possibilities of the usage of the internet for marketing of small-scale enterprises. This part contains their characteristics and their advantages and drawbacks in different surroundings. The most important point of the second part is the case study of the shopping portal Zoot.
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Ranchhod, Ashok. "The Internet : emerging perspectives in marketing". Thesis, Southampton Solent University, 2003. http://ssudl.solent.ac.uk/613/.
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This PhD submission is by publication. It is based on the premise that marketing is fundamentally changing and evolving as a result of the impact of new technology. The conceptual ideas for the research emanated in 1998 and provided the basis for exploration until 1992. From wide ranging research it was found that company distribution strategies were changing as a result of the utilisation of cybermediaries. The Internet offers a cheaper and more radical marketing channel for smaller companies that can offer direct shipping to customers. In terms of undertaking research it was found that research on the Internet posed many problems that were related to individual skill sets, privacy considerations and the extent of email usage, including defunct email addresses. Company marketing effectiveness on the web depends on web capabilities that were identified and also the degree of co-ordination with designers. Companies also adopted reactive, interactive or passive marketing strategies depending on the time that they were in the Internet. Increasingly companies are also using the Internet for PR purposes. To this extent the accepted marketing paradigm of the four Ps is changing irrevocably. The diverse range of research methodologies, reflecting the post modern age and the limitations of the range of research is discussed. The thesis concludes by discussing how ethical marketing, customer relationship management (CRM), reputation and wireless communication are likely to change marketing strategies even further in the future.
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Kholod, V. "Digital vs internet marketing: specific differences". Thesis, Sumy State University, 2019. https://essuir.sumdu.edu.ua/handle/123456789/77050.
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Intensive quantitative and qualitative growth of Internet users since the late 80-
ies provided it with communication functions and possibilities of economic interaction.
Enterprises started to create sites and implement electronic forms of doing business.
The continuous growth of Internet users, each of whom is a potential consumer, has
led to an adequate increase in the turnover of the electronic economy. Virtual goods
and electronic money are unique phenomena of electronic economy, which do not exist
separately from the productive forces of the electronic economy (computer devices and
telecommunication facilities).
17
Kovalenko, Y. "Peculiarities of internet-marketing for B2B". Thesis, Сумський державний університет, 2014. http://essuir.sumdu.edu.ua/handle/123456789/34895.
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Nowadays many companies use different tools to attract customers such as press (newspapers, magazines), audio-visual aids (TV, radio), indoor and outdoor advertisements, event-marketing, PR etc. Internet is a tool that emerged with the development of scientific and technical progress and replaced the traditional marketing tools
When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/34895
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Nguyen, Anh Tuan. "Internet marketing a ICT ve Vietnamu". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4879.
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The thesis deals with general theory of internet marketing, its opening and discrete premises for functioning, positive sides and threats that internet marketing can bring. An important part of the thesis is drawing an image of the current level of ICT infrastructure and the situation in internet marketing aplication in Vietnam.
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Werth, Ingo. "Fachbibliographie Internet - Public Relations und -Marketing". [S.l. : s.n.], 2005. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11759307.
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Trofymchuk, Dmytro. "Marketing na internetu". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113216.
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The study of the internet marketing tools for a small business. The paper show optimal strategy and options such as SEO, SMO, viral marketing and others, that can be used to improve the sales and visibility of the company.
21
Vachková, Rita. "Online marketing v hotelnictví". Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191697.
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This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a theoretical definition of online marketing, which is followed by secondary research concerning the usage of internet in the Czech Republic, then there is a mapping of the current situation in hotel industry, where is again used secondary research. The thesis concludes with primary research focused on the online marketing of hotels in Prague. Whole thesis is carried out in cooperation with the company Blueberry.cz Apps, s.r.o.
22
Rakštys, Raimundas. "Darbo paieškos internetinių svetainių marketingo komunikacija elektroninėje erdvėje". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140604_150750-52588.
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Baigiamojo darbo tikslas – pateikti darbo paieškos internetinių svetainių marketingo komunikacijos elektroninėje erdvėje modelį.
Magistro baigiamąjį darbą sudaro trys pagrindinės dalys. Teorinėje darbo dalyje analizuojama marketingo komunikacija elektroninėje erdvėje kaip tyrimų objektas. Išanalizuota marketingo komunikacijos elektroninėje erdvėje samprata, pagrindiniai komunikacijos elementai, komunikacijos tikslai ir paskirtis, veiksniai, lemiantys vartotojų pasirinkimą elektroninėje erdvėje.
Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami atlikto kiekybinio tyrimo rezultatai. Analizei naudojami faktorinės analizės, inferencinės statistinės analizės, aprašomosios statistinės analizės bei loginės analizės metodai. Tyrimo rezultatų analizės pasekmėje suformuotos darbo paieškos internetinių svetainių marketingo komunikacijos kokybės dimensijos, atskleista suformuotų dimensijų svarba vartotojams, naudojami marketingo komunikacijos kanalai, nustatytos darbo paieškos internetinių svetainių marketingo komunikacijos kokybės spragos.
Projektinėje darbo dalyje, atsižvelgiant į tyrimo rezultatų analizę, parengtas ir pristatytas darbo paieškos internetinių svetainių marketingo komunikacijos elektroninėje erdvėje modelis, apjungiantis internetinių svetainių marketingo komunikacijos elementų veiksmingumo ir marketingo komunikacijos kokybės užtikrinimo sprendimus, kuriuo rekomenduojama remtis organizacijoms, siekiant sumažinti nustatytas darbo paieškos internetinių... [toliau žr. visą tekstą]The aim of the diploma paper is to elaborate online marketing communication elements’ efficiency and assurance of quality model regarding websites for job search. Diploma paper consists of three main parts. In the theoretical part of the paper, online marketing communication is analyzed as an object of research. The concept of online marketing communication as well as the main communication elements, purposes and objectives are determined. Moreover, factors influencing consumer online choices are revealed. In the analytical part of the paper, results of the quantitative research are presented and analyzed. The methods of factorial analysis, inferential statistical analysis, descriptive statistical analysis, and logical analysis are applied for the analysis of the research results. Online marketing communication quality dimensions and the importance of them to the customers regarding websites for job search are determined. Furthermore, online marketing communication channels used by the customers are revealed and marketing communication quality gaps are verified. In the third part of the paper, the model of online marketing communication elements’ efficiency and assurance of quality is elaborated regarding the analysis of the research results.
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Pedott, Paulo Roberto. "Publicidade na Internet : a Internet como ferramenta de comunicação de marketing". reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2001. http://hdl.handle.net/10183/2135.
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O objetivo geral deste trabalho é identificar, através de uma pesquisa exploratória, quais são atualmente as principais estratégias de emprego da Internet como ferramenta de comunicação de marketing, analisando as estratégias mais utilizadas pelos 60 maiores anunciantes (ou maiores utilizadores da Internet como canal de comunicação publicitária) da Internet no Brasil (definidos na fase um deste trabalho - vide metodologia) sob os aspectos de quantidade e tipo de informação. Em seguida, é feita uma análise do conteúdo destes sites de acordo com os parâmetros apontados na revisão teórica, a fim de constatar se os anunciantes aplicam, mesmo que intuitivamente, as técnicas que seriam recomendadas em função da natureza e das características de seus produtos. Os dados coletados nesta pesquisa, depois de processados e analisados, deverão permitir ao final do trabalho responder à seguinte questão: Quando a utilização da Internet como ferramenta de marketing é mais indicada? Em quais situações e de que maneira?
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Olander, Lena, i Rebecka Charpentier. "Internet : som kompletterande kommunikationskanal till Event Marketing". Thesis, Södertörn University College, School of Communication, Technology and Design, 2001. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-352.
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The aim of this essay is to examine how the Internet functions as a communication channel to Event Marketing. We have investigated what makes the Internet unique as a communication channel for events and how Internet has been used for event marketing. We have mapped fundamental theories within marketing, media, communications and human-computer interaction, which together describe event marketing. We have carried out case studies on two event-marketing projects where the Internet has played a major role. The first project was XCT which is a project developed by the company Eventum AB. The second project we used as a case study was TelecomCity-Live developed by the company Wildell Intergrerad Kommunikation. Information has mainly been gathered through qualitative interviews. In conclusion we found that the Internet is used as a complementary communication channel to Event Marketing. The Internet can in a unique way extend the event. Furthermore it is easier to communicate and interact with the target group. Internet is also a more cost effective communication channel than traditional communication channels such as mail outs. We also found that the capabilities of the Internet are not fully used since companies have not yet got the knowledge of its technical value and possibilities.
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Whitaker, Mucio. "Internet: mídia comunicacional a serviço do marketing". Pontifícia Universidade Católica de São Paulo, 2000. https://tede2.pucsp.br/handle/handle/5064.
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Made available in DSpace on 2016-04-26T18:17:11Z (GMT). No. of bitstreams: 1
tese_64440.pdf: 484823 bytes, checksum: 1be55fa1466d9fdb953fdb753b8d7c8a (MD5)
Previous issue date: 2000-03-30The real impact of technology, more specifically that of computers, on societies of individuals and organizations, will cause changes and adjustments in the globalization of communication process, culture, economy and society. The association of the connectivity resources of computers with the integration of hardware and software leads to the combination of the micro and macro environment agents, which are getting mutually dependent. The theme of this dissertation focuses on the field of marketing communication research, particularly on the theoretical aspects, once studying Edmond Jerome McCarthy, whose work is a landmark in the investigation of marketing-mix, means looking into the genesis of the concept, or an understanding of the electronic communicational medium, in other words, the communication net which has generated the significance of the promotionalmix. In more specific terms, the aim of the bibliographic investigation is restricted to the concept limits of P - Promotional, and inside it, to the communication aspect itself and to its current application. Considering the Internet as a communicational tool, the author's intention is to apply the communication concepts as a motivational agent of consumption. In the electronic media, both - and specially -, the Internet and the marketing-mix - product, price, place and promotion - will have one single role, since there is no difference between them
O verdadeiro impacto da tecnologia, especificamente dos computadores, para as sociedades dos indivíduos e organizações, proporcionará modificações e ajustes na globalização dos processos comunicacionais, da cultura, da economia e das sociedades. A associação dos recursos de conectividade dos computadores com a integração dos sistemas físicos - hardware - e dos sistemas lógicos - software - permite a integração entre os agentes micro e macro-ambientais que estão se tornando mutuamente dependentes. A temática da dissertação está focada no campo das pesquisas da comunicação, atinentes ao marketing, particularmente nos aspectos teóricos, pois estudar Edmond Jerome McCarthy, cuja obra é um marco inicial nas investigações dos compostos mercadológicos, significa verificar, na gênese do conceito, o entendimento do meio comunicacional eletrônico. Em outras palavras, a rede comunicacional que originou o significado do composto promocional. De modo mais específico, o objetivo da investigação bibliográfica circunscreve-se apenas aos limites conceituais do P - Promocional e, dentro deste, ao aspecto da comunicação e a sua aplicação nos tempos atuais. Considerando-se a Internet como ferramenta comunicacional, a pretensão do investigador é a aplicação dos conceitos de comunicação como agente motivacional de consumo. Na mídia eletrônica, em especial a Internet, o composto de marketing - produto, preço, praça e promoção -, desempenharão um só papel, já que entre eles não há diferença
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Miroshnichenko, J. "Using the internet in the marketing system". Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/21778.
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Pfendert, Eva. "Marketing im Internet Kundenbindung bei Online-Services /". [S.l. : s.n.], 2003. http://www.bsz-bw.de/cgi-bin/xvms.cgi?SWB11675571.
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Flores, Laurent. "Internet : Outil du Marketing Relationnel et Outil d'Aide à la Décision Marketing". Habilitation à diriger des recherches, Université Panthéon-Assas - Paris II, 2009. http://tel.archives-ouvertes.fr/tel-00481236.
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Mises en perspective, mes recherches contribuent principalement au développement de méthodes et mesures ainsi qu'au développement des théories dans le domaine du comportement du consommateur : 7 - Développement de méthodes : il s'agit de construire de nouvelles méthodes permettant de mieux servir la mise en oeuvre de la démarche marketing. La partie théorique d'un tel travail met en avant les limites des méthodes existantes et propose un nouveau paradigme de recherche pouvant améliorer les méthodes existantes. La phase empirique du travail teste, compare et valide la supériorité de la nouvelle méthode. - Développement des théories : il s'agit d'approfondir la réflexion théorique afin de proposer de nouvelles hypothèses qui seront à leur tour soumises à une ou plusieurs validations empiriques. Les champs de nos recherches L'innovation et le degré « d'innovativité » d'une entreprise sont depuis longtemps considérés comme des indicateurs-clef de la valeur à long terme d'une entreprise (Cooper, 1990). Pourtant une étude récente de la PDMA aux Etats Unis montre que plus de 60% des nouveaux produits lancés sont des échecs ou n'atteignent pas les objectifs qui leur étaient initialement assignés. Dans la même lignée, les travaux de Wind (1982) au début des années 80, avec l'entreprise General Foods, montrent que sur une période de 10 ans, plus de 600 idées de produits nouveaux furent systématiquement étudiées et évaluées pour à peine générer une trentaine de succès commerciaux. Pour assurer la pérennité de l'entreprise, il est donc fondamental de disposer « d'un flux continu et programmé de produits nouveaux aux différents stades de développement, d'évaluation, de lancement et de retrait du marché » (Choffray et Dorey, 1983). Ce constat est plus vrai que jamais, quelles que soient les industries, et s'est accéléré avec le développement de l'Internet. - Le processus de développement et de lancement de nouveaux produits est le premier champ de nos recherches. Ces dernières années ont été marquées par un développement important de l'Internet. Parfois qualifié de « média cannibale » (Denjean, 2006), Internet poursuit son développement sans ralentissement notable et provoque un grand nombre d'interrogations, de remises en question, et d'émergence de nouveaux modèles ou de nouveaux paradigmes touchant les stratégies et les actions marketing des entreprises. - Le marketing « interactif » constitue le deuxième champ de nos recherches.
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Šramko, Pavel. "Marketing elektronického obchodu". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222017.
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New tendency on Internet field is relation to consumer. I concentration on automatic electronic business with wide search engine of e-shop. The aim this work is model of e-business, pulled marketing campaigns . Resulting model of internet marketing I apply to already going internet business.
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Koblásová, Jana. "Moderní marketing". Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-17742.
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The publication shows summary of the historical development of marketing and the latest marketing methods of 21st century. This work assesses households' access to selected information and communication technologies, and proposes a business opportunity in the area of multimedia.
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Kašparová, Lucie. "Marketingová komunikace na Internetu se zaměřením na copywriting". Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193821.
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This thesis aims to recommend the best communication mix and at the same time ways and content of communication for educational and similar kind of institutions. The first part of the thesis focuses on influence of the Internet on marketing and investigates options of communication tools which the institutions can choose from. The second part of the thesis covers a copywriting topic which means ways how to work with communication content. The next part focuses on real example of educational institution and its way of looking for the best communication mix with examples of issues which can occur in the real praxis. At the end the thesis summarizes important steps which together create instructions how to accomplish the best communication mix on the internet for educational institutions.
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Haponiuk, D. "Internet meme". Thesis, Sumy State University, 2017. http://essuir.sumdu.edu.ua/handle/123456789/62564.
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In the modern world, it’s hard to imagine a young pal who had never heard about “memes”. As we all know, meme is some picture or video, which furiously became popular and went all over the world in the matter of days. Among them we see “Gangnam style”, “Dratuti” and “Crazy frog”.
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Amrhein, Corinna. "Erfolgsfaktor Online-Marketing Strukturen - Optimierung - Anwendung". Saarbrücken VDM, Müller, 2005. http://deposit.d-nb.de/cgi-bin/dokserv?id=2867622&prov=M&dok_var=1&dok_ext=htm.
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Wigmo, Johan, i Edvard Wikström. "Social Media Marketing : What role can social media play as a marketing tool?" Thesis, Växjö University, School of Mathematics and Systems Engineering, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-5916.
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Sakalauskas, Mantas. "Internetinio marketingo veiksmingumo didinimas". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140607_143058-43832.
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Pаgrindinis šio dаrbо tikslаs - išanalizuoti teorines bei praktines UAB “Bаltiс Mаrinе Spеditiоn” internetinio marketingo plėtros galimybes. Pаgrindinių dаrbо dаlių trumpаs turinys - Tikslui pasiekti buvo keliami šie uždaviniai: 1) išnagrinėti teorinius intеrnеtiniо mаrkеtingо sаmprаtos bei turinio aspektus, elеktrоniniо vеrslо gаlimybių didinimo bei intеrnеtinės svеtаinės оptimizаvimo ypatumus; 2) atlikti tyrimą, siekiant įvertinti UАB “Bаltiс Mаrinе Spеditiоn” internetinio marketingo veiksmingumo didinimo galimybes; 3) pateikti UAB “Bаltiс Mаrinе Spеditiоn” internetinio puslapio veiksmingumo didinimo projektą. Tеоrinėjе dаrbо dаlyjе аnаlizuоjаmi intеrnеtiniо mаrkеtingо sаmprаtоs ir jо įtаkоs įmоnių vеiklаi аspеktаi. Tаip pаt išаnаlizuоjаmоs еlеktrоniniо vеrslо kоnkurеnсingumо didinimо gаlimybės. Аnаlitinėjе bаigiаmоjо dаrbо dаlyjе pаtеikiаmi ir аnаlizuоjаmi UАB “Bаltiс Mаrinе Spеditiоn” intеrnеtiniо puslаpiо оptimizаvimо vеrtinimо rеzultаtаi. Prоjеktinėjе dаrbо dаlyjе sufоrmuluоti tоkiе sprеndimаi: sutvаrkyti puslapių pаvаdinimus, аntrаštеs, fоrmuоti įmоnės аtgаlinių nuоrоdų tinklus ir juоs tаlpinti fоrumuоsе, blоguоsе, sосiаliniuоsе tinkluоsе, gооlе pаiеškоs аlgоritmų аtnаujinimаs.Thе аim оf thе finаl wоrk - to analyze the theoretical and practical UAB ,,Bаltiс Mаrinе Spеditiоn“ online marketing development opportunities. Thе mаin pаrt intrоs - In order to achieve the following tasks: 1) to examine the theoretical online marketing concept and content aspects, online business opportunities and website optimization characteristics 2) to carry out a study to assess UАB ,,Bаltiс Mаrinе Spеditiоn“ online marketing effectiveness gains, 3) to provide UAB ,,Bаltiс Mаrinе Spеditiоn“ website efficiency project. Final work thesis is online marketing efficiency opportunities. Thе thеоrеtiсаl pаrt оf thе pаpеr аnаlyzеs thе соnсеpt оf оnlinе mаrkеting аnd its impасt оn соrpоrаtе pеrfоrmаnсе аspесt. Аlsо аnаlyzеd thе соmpеtitivеnеss оf е-businеss саpаbilitiеs.Thе аnаlytiсаl pаrt оf thе thеsis prоvidеs аn аnаlysis оf Bаltiс Mаrinе Spеditiоn wеbsitе оptimizаtiоn аssеssmеnt. Thе dеsign оf wоrk tо fоrmulаtе suсh sоlutiоns: fix pаgеs nаmеs, titlеs, соmpаny fоrmаtiоn bасklinks nеtwоrks аnd plасе thеm in fоrums, blоgs, sосiаl nеtwоrks, gооlе sеаrсh аlgоrithm updаtе.
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Тєлєтов, Олександр Сергійович, Александр Сергеевич Телетов, Oleksandr Serhiiovych Tielietov, Юлія Олександрівна Мирошниченко, Юлия Александровна Мирошниченко i Yuliia Oleksandrivna Myroshnychenko. "The Internet-technology in marketing of the enterprise". Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/20366.
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Lačevová, Aneta. "Analysis of the Internet Marketing Strategy of AIESEC". Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192886.
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The Master's thesis focuses on analysing the data about the customers of the student organisation AIESEC collected between 2012 and 2014. The results show the various customer segments defined by university, faculty and year of study from which AIESEC gets its applicants, the successfulness in finding an internship of students from these segments, proportions of different programmes (and sub-programmes) that students apply for, most desired countries as internship destinations, most effective communication channels and the average time periods between the process parts of application, raise, match and realization. Based on the results and insights from theory which discusses the use of Internet in communication with youth, the author suggests specific improvements for AIESEC to acquire more customers. These suggestions focus on increasing the return on investment of the organisation by increasing the quality of the applications, but equally focus on increasing the quantity of new customers acquired and increasing the efficiency of the AIESEC process.
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Olejová, Jana. "Internetový marketing vybranej spoločnosti". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-234370.
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Diplomová práca sa zaoberá súčasnými prístupmi a praktikami Internetového marketingu. Cieľom práce je voľba a následná aplikácia nástrojov online marketingovej komunikácie, ktorými by sa zvýšilo povedomie o značke vybranej spoločnosti. Preskúmaním jednotlivých nástrojov internetového marketingu, práca navrhuje online komunikačný mix firmy s využitím sociálnych médií a online reklamy.
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Turesson, Eric. "STRATEGIC INTERNET MARKETING FOR MUSIC FESTIVALS IN OSLO : A qualitative case study on two music festivals practise of strategic Internet marketing". Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-17979.
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The overall aim of this study was to research how music festivals in Oslo practise strategic Internet marketing and how these could improve their marketing throughout strategic Internet marketing. The interest of this study evoked since there was a lack in previous research in this field. Other issues to explore were marketing particularities and how these could be solved. Two music festivals in the city centre of Oslo were interviewed. The study was based on Chaffey and Smith’s (2008) SOSTAC planning framework, together with previous research findings in the field of strategic Internet marketing. The result showed a primarily use of informal goals, together with actions and evaluation based on gut feelings. Focus was placed on creating additional value and thus loyalty. Most applied marketing were connected to Web 2.0 techniques. The study found several shortcomings concerning the practise of strategic Internet marketing. Suggested improvements included use of online measurement systems and a strategic approach towards objectives and evaluation. The study found two distinct characteristics including the importance of visitor activity and loyalty. Web 2.0 techniques, the website and co-branding activities were concluded to be the most effective types Internet marketing. These together with an enhanced use of Web 2.0 techniques were also concluded to be the solution to marketing peculiarities.
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Silva, Bruno Reis Moniz da. "Marketing Digital". Master's thesis, Universidade Europeia - Laureate International Universities, 2015. http://hdl.handle.net/10400.26/9633.
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O Marketing Digital é uma plataforma de comunicação digital que permite as empresas promover produtos, serviços e marcas, assim como conquistar novos clientes e melhorar a sua
rede de relacionamentos. O presente estudo tem
como objectivo caracterizar o Marketing Digital em Angola, assim como descrever as áreas relacionadas e estratégias adoptadas. Recorreu-‐se à pesquisa qualitativa, devido ao seu carácter descritivo e exploratório. Como método de investigação optou-‐se pela realização de estudos de casos referentes a
empresas de diferentes sectores em Angola. Com base na literatura relacionada a matéria, realizaram-se entrevistas aos directores das empresas e foi feita uma análise às estratégias já existentes de cada uma delas. Os resultados evidenciam pontos fortes e fracos no que concerne as estratégias de
Marketing Digital adoptadas. Os mesmos demonstram que o Marketing Digital é ainda uma
questão de “futuro” em Angola, isto é, não é
prioridade e há grande relutância por parte das empresas em investir em tal área. O mercado em si já possui meios suficientes que permitem a implementação do Marketing Digital.
Por fim, conclui-‐se que é necessário sensibilizar as empresas a adoptaram uma estratégia que possua planeamento e
pesquisa, pois só assim serão evitados orçamentos de valor avultado e encontrados técnicos qualificados- principais motivos que originam a fraca aposta no Marketing Digital.
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Matejová, Katarína. "Internetový marketing". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-86060.
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The diploma thesis characterizes the internet as the environment for marketing. It introduces the internet as a business tool and provides analysis of customer behavior on the internet in the Czech Republic. Following part deals with internet marketing and its specifics, which are websites, search engines and PPC ads. Next section analyses selected web analytics tools for managing internet campaings with regard on the needs of small and medium businesses. The last part is a case study, which implements the principles of the previous parts on the e-shop SteamGames.cz.
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T, Kovács Gregor. "Marketingové možnosti Internetu". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222159.
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The aim of this work is to summarize the current possibilities and used approaches in the field of online marketing, and the possibility of their aplication on selected www pages. The goal is to present an approach for raising the marketing effectives and strength of a web page and increasing so its viewer rate. The work discusses the methods used in the process of online marketing analysis and the planning of online marketing strategies. The work also focuses on the field of social media marketing.
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Radziuk, Eduardo. "Comércio eletrônico e Internet : posicionamento dos maiores varejistas no Brasil". reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2003. http://hdl.handle.net/10183/5431.
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O uso da Internet, de forma comercial, começou no início dos anos 90 do século passado, de tal forma que já se passaram em torno de 10 anos de atividades desta nova forma de comércio. Também é de conhecimento no mundo dos negócios que os varejistas são considerados os principais responsáveis pela distribuição dos produtos e serviços gerados pela economia de um país. Isto decorre, principalmente, de sua alta capilaridade. Como o objetivo principal deste trabalho é apresentar como estão posicionados na Internet os maiores varejistas no Brasil, após uma década de introdução do Comércio Eletrônico via Internet, realizamos uma pesquisa com os varejistas presentes na publicação EXAME MAIORES E MELHORES (2003). Os resultados obtidos através de um estudo de casos múltiplos e exploratórios demonstram claramente que mesmo entre os maiores existe uma diversidade muito grande na forma de utilização da Internet em seus negócios. Encontramos tanto empresas que ainda não estão nem presentes na Internet bem como outras que chegaram a criar uma empresa específica para operar no Comércio Eletrônico. Também é possível verificar que um processo de total desintermediação, que levaria a eliminação dos varejistas, parece estar longe de ser a realidade nas próximas décadas e acreditamos que deveremos assistir nos próximos anos a ascensão de uma categoria de varejistas aos quais denominamos de e-varejistas.
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Siu, Pui Leng. "Internet : a banking distribution channel". Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636770.
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Borovko, Andrej. "Keramikos pramonės internetinio marketingo plėtros modelis". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080627_083358-14730.
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Baigiamajame magistro darbe „Keramikos pramonės internetinio marketingo plėtros modelis“ analizuojamos keramikos pramonės internetinio marketingo modelio tobulinimo galimybės, teoriniai internetinio marketingo modeliai, įvertinamos internetinio marketingo komunikacijos priemonės, jų privalumai ir trūkumai, remiantis Lietuvos ir užsienio IMM žvalgomaisiais tyrimais sukuriamas keramikos pramonės internetinio marketingo plėtros modelis.
Pirmoje teorinėje dalyje analizuojama informacinių technologijų plėtra, įtaka verslui. Analizuojami el. verslo modeliai, internetinio marketingo komunikacijos priemonės, internetinio marketingo principai. Atlikta antrinių šaltinių analizė įrodo internetinio marketingo svarbą verslui ir palankias plėtros perspektyvas.
Antroje dalyje analizuojama Lietuvos keramikos pramonės padėtis, atliekama Lietuvos ir užsienio keramikos pramonės įmonių IMM analizė. Tyrimų rezultatai parodo, kad užsienio įmonių internetinis marketingas yra pažangesnis negu Lietuvos įmonių. Užsienio modeliai nuo Lietuvos skiriasi tuo, kad yra didesnis internetinio marketingo komunikacijų skaičius ir platesnė įgyvendinimo formų įvairovė.
Trečioje dalyje, remiantis žvalgomojo tyrimo rezultatais, formuluojamas Lietuvos keramikos pramonės internetinio marketingo plėtros modelis, nustatomi internetinio marketingo komunikacijų ir IMM efektyvumo kriterijai. Siūlomas keramikos pramonės internetinio marketingo plėtros modelis, kuris turėtų pagerinti internetinio marketingo veiklą įmonėse... [toliau žr. visą tekstą]In degree work „Model of development of internet – marketing in a ceramic industry“ ways of perfection of model of Internet - marketing to a ceramic industry, theoreticals models of Internet - marketing are analyzed, ways of communication in Internet - marketing, their advantages and the lacks are estimated, the executed analysis Lithuanian and foreign models of Internet - marketing allows to formulate model of development of Internet - marketing in a ceramic industry. In the first part development of information technologies, their influence on business are analyzed. It is analyzed electronic models of business, ways of communication in Internet - marketing, principles of Internet - marketing. The executed analysis of the secondary data proves importance of Internet - marketing for business and positive prospects of development. In the second part position of the Lithuanian ceramic industry is analyzed, to be made the analysis of model of Internet - marketing in the Lithuanian and foreign firms. Results of research show, that the model of Internet - marketing in foreign firms is more advanced than in the Lithuanian firms. Foreign models from Lithuanian differ that they use wider quantity of ways of communication in Internet - marketing, and also use more ways of realization of these ways. In the third part, being based on the lead researches, the model of development of Internet - marketing in the Lithuanian ceramic industry is formulated, criteria of efficiency of... [to full text]
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Beneventi, Martina. "Digital marketing: comunicazione e percezione del nuovo marketing". Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8292/.
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Il Digital Marketing si occupa di tutto quello che possiamo fare, grazie ad Internet, per far crescere
il business aziendale.
Le tecnologie informatiche negli ultimi anni stanno producendo degli effetti pervasivi sulle
infrastrutture delle imprese, sui prodotti, sui mercati e sui consumatori, con una rilevanza tale
all'interno di un periodo di tempo relativamente limitato che non è possibile riscontrare in nessuna
epoca passata.
Coinvolgono le relazioni tra imprese, i mercati dei consumatori, le relazioni tra gli stessi
consumatori, le singole componenti del marketing mix (prodotto, prezzo, comunicazione,
distribuzione) e le loro modalità di interazione e di gestione all'interno della strategia di marketing
dell'impresa.
L'evoluzione del mondo digitale ha portato imprese e consumatori a dover affrontare un
cambiamento radicale del paradigma di marketing e comunicazione che vede la relazione e
l'interazione al centro di uno scambio di messaggi bilaterali altamente personalizzati e costanti.
Il marketing non è un processo lineare ma circolare, in cui ascolto e comprensione dei bisogni e
delle forze che agiscono sui mercati, progettazione dei prodotti o servizi in grado di rispondere alle
nuove opportunità individuate, si integrano e cambiano continuamente.
Quando si parla di Internet e commercio non si pensa solo all'e-commerce, ovvero all'acquisto e al
pagamento del prodotto su Internet.
La Rete ha acquisito un'influenza basilare in tutte le fasi precedenti all'acquisto infatti sul Web si
attuano attività di ricerca e raccolta di informazioni, selezione, comparazione e perfezionamento che
precedono la decisione d'acquisto e che specialmente per i beni durevoli e dall'alto valore monetario
rappresentano un momento cruciale del processo d'acquisto.
Questo fenomeno ha condizionato uno scenario di mercato in cui si sono abbassate le barriere di
accesso all'informazione, si sono ridotti i tempi di relazione tra le persone e tra le persone e
l'azienda e in alcuni settori sono crollare le barriere all'ingresso permettendo, attraverso la creazione
di attività online di raggiungere e instaurare una relazione diretta.
Questo elaborato si propone come un'analisi del digital marketing.
Suddiviso in sei capitoli vuole dare una soddisfacente panoramica di questo nuovo marketing.
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Samková, Barbora. "Social media marketing českých mobilních operátorů". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-149848.
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The aim of this thesis is to analyze the possibility of presentation of the company in an environment of social media with a focus on Twitter, to determine whether the presence of the company in this environment can affect (positively) brand perception and finally to recommend how the company should communicate on Twitter. The theoretical part describes definitions and the basic principles of social media and social media marketing based on the knowledge gained from literature, surveys and statistics. In the practical part, the mentions of the brand are quantitatively and qualitatively analyzed, the long-term trend is then compared with the specific campaign. All this is complemented by a questionnaire survey, which aims to determine whether and how people communicate with brands via social media. The findings of this section, together with the experience in managing profiles on social networks are finally summarized in the recommendations of communication on Twitter.
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Babec, Martin. "Internetový marketing a nové trendy". Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71887.
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Internet population in Czech republic and its segmentation. Development of advertisement spending into internet. Types of internet advertising in the Czech republic. New trends of internet marketing (social networks, geolocation services, mobile marketing). Proposal of low-cost marketing campaign on internet (using wide range of communication channels of internet marketing).
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KOTNOUROVÁ, Hana. "Internetový marketing". Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394721.
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The aim of the thesis is to analyze and evaluate the internet marketing activities of the selected company and develop recommendations for their improvement. To better understand the company's business and use of internet marketing, the marketing environment was analyzed. Furthermore, the used internet marketing tools are described in detail by analyzing the internet marketing mix and internet communication mix. Based on the results, suggestions are made to increase the effectiveness of internet marketing.
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ČERNÁ, Jana. "Internetový marketing". Master's thesis, 2010. http://www.nusl.cz/ntk/nusl-54255.
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As a topic of my thesis, I chose "Internet Marketing". The aim of this work is to analyze Internet marketing tools used by selected e-shop. On the basis of information obtained I tried to propose appropriate solutions to improve the efficiency of Internet marketing. Analysis is done in the e-shop levne-boty.cz. The e-shop sells shoes for sport and leasure time. The theoretical part deals with marketing and its relationship to the internet, internet marketing and its tools in the form of marketing and communication mix. I also described the legislation relating to e-commerce and e-shops. In the practical part I did an analysis of e-shop levne-boty.cz. I have described here the company and its operations, target group of customers, competition, marketing mix, advertising and public relations, visit rate, etc. I also evaluated the ROI on concrete advertising campaign.