THE ROMANIAN CONSUMER AND ONLINE MARKETING – AN EXPLORATORY RESEARCH APPROACH

Pantea Carmen () and Veghes Calin ()
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Pantea Carmen: Academia de Studii Economice din Bucure_ti, Facultatea de Administrarea Afacerilor cu predare în Limbi Str_ine
Veghes Calin: Academia de Studii Economice din Bucure_ti , Facultatea de Marketing
Authors registered in the RePEc Author Service: Carmen Acatrinei (Pantea)

Annals of Faculty of Economics, 2008, vol. 4, issue 1, 1066-1071

Abstract: In recent decades, online marketing has been quickly overtaking the traditional means of marketing due to several reasons, such as: low costs, the growing number of internet users and the long lasting relationship developed with them, the effortless usage of the web and of the online marketing tools. Online marketing is done by those individuals or organizations which exchange ideas and offers by using computers, online networks and interactive media, in order to reach their marketing objectives. The results of an exploratory research in terms of the consumers’ exposure, their behavior in relationship with the specific campaigns oriented toward them and the future of the online and offline direct communication at the level of the pre-defined target segments are presented in a comparative manner: online versus offline direct communication tools.

Keywords: Consumer behavior; Direct communication; Online marketing (search for similar items in EconPapers)
JEL-codes: D12 D40 M31 (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:ora:journl:v:4:y:2008:i:1:p:1066-1071

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