NEW PERSPECTIVES IN USING MARKETING IN THE ONLINE ENVIRONMENT

Anamaria Cătălina Radu (), Andra Dobrescu () and Ivona Stoica ()
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Andra Dobrescu: The Bucharest Academy of Economic Studies

HOLISTICA Journal of Business and Public Administration, 2013, vol. 4, issue 2, 21-25

Abstract: Online marketing has experienced a remarkable growth in the last period of time, due to technological developments registered in the cyberspace. The Internet has been the one that has enabled the development of this field, providing a number of benefits for both consumers and producers. Thus, it can be seen as a mediator in the communication channel. Moreover, an action in the online environment supports bidders in the activities they conduct, facilitating product distribution and promotion. Looking from the perspective of consumers, it facilitates online offering information on marketed products and provides consumers with the ability to compare products on the market, both in terms of organoleptic components and in terms of prices, modality distribution and analyses to promote. In this way, online marketing environment adds value activities in the traditional environment, trying to better satisfy the needs and demands in the market. This paper provides an overview on how marketing has evolved in the online environment and highlights the main feature that sets it apart from the traditional.

Keywords: marketing; onlinemarketing; web technologies; web tools (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2013
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