Review article

Do we need a new framework for managing Internet marketing activities?

Vatroslav Škare orcid.org/0000-0002-0541-4187 ; Faculty of Economics and Business, University of Zagreb

Abstract

Extensive usage of the Internet as a marketing tool began approximately fifteen years ago, resulting in the development of the Internet marketing as a distinctive field within marketing theory and practice. Since then, the Internet usage and its technological properties have evolved substantially, and have in turn led to a fast development of new marketing methods and techniques that can be applied within the electronic environment. Doing marketing on the Internet is posing a number of new challenges for marketing managers. One of the challenges lies the need to know and understand the breadth of Internet marketing activities. The purpose of this paper is to give an insight into the current landscape of Internet marketing activities and to propose a conceptual framework for managing those activities. The paper presents the development of the Internet marketing and defines the main concepts. The new role of the consumer is emphasized in order to identify potential new tasks for marketing managers. Current Internet marketing activities are observed in the context of the traditional marketing mix. Finally, based on the literature review and the analysis, a set of elements that could form a modified framework for the Internet marketing mix is proposed.

Keywords

Internet marketing; marketing management; marketing mix

Hrčak ID:

78963

URI

https://hrcak.srce.hr/78963

Publication date:

10.1.2012.

Article data in other languages: croatian

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