Original scientific paper
USAGE OF AFFILIATE MARETING AS A PART OF AN INTERNET MARKETING STRATEGY ON CROATIAN MARKET
Lucija Pejnović
orcid.org/0000-0001-7537-6676
; Tehnološki park Varaždin d.o.o., Zagrebačka ulica 89, 42000 Varaždin, Hrvatska
Iva Gregurec
orcid.org/0000-0002-2429-0335
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Abstract
Explaining the need for an online marketing dimension for a company in present-day is almost unnecessary. However, due to the extremely rapid market emergence and even faster development, there was no component of good knowledge and understanding of the basic concepts of internet marketing. Therefore, this paper through the short lines draws the image of internet marketing in a deductive way, drawing it to its particular forms. The paper focuses on the notion and the role of affiliate marketing as a business-friendly strategy, where the principle of acting through the merging of business entities on the internet is explained. The idea behind everything is that business entities provide "free" space for promoting other businesses on their own web site. Which most often results in positive way for both sides: for the company being promoted and for the web pages that provides this kind of service. In order for the theory itself to be supported by evidence, research was carried out to collect primary data to confirm the thesis about the need for further development and promotion, given that affiliate marketing is poorly represented in Croatia, what we found out from collected secondary and primary data. Given that many of the marketers in Croatia believe that this form of internet marketing is still not sufficiently presented in this country and that its diversity can adopt the best as it can to a particular business entity. This work will provide an overview of the current market situation and will, in addition to the analysis of the collected primary data, offer proposals such as use of this form of internet marketing to improve the overall online marketing strategy of the company.
Keywords
internet marketing; affiliate marketing; affiliate partner; affiliate marketing network
Hrčak ID:
234535
URI
Publication date:
1.3.2019.
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