Usage of Online Marketing Tools in Industrial Companies

Dóza Peter () and Vaňová Jaromíra ()
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Dóza Peter: Slovak University of Technology in Bratislava, Faculty of Materials Science and Technology in Trnava, Institute of Industrial Engineering and Management, Ulica Jána Bottu 2781/25, 917 24Trnava, Slovak Republic
Vaňová Jaromíra: Slovak University of Technology in Bratislava, Faculty of Materials Science and Technology in Trnava, Institute of Industrial Engineering and Management, Ulica Jána Bottu 2781/25, 917 24Trnava, Slovak Republic

Research Papers Faculty of Materials Science and Technology Slovak University of Technology, 2020, vol. 28, issue 46, 22-28

Abstract: In this paper, we present the results of a secondary research regarding the use of online marketing tools in industrial companies. We focused on researching the theoretical foundations of online marketing, especially in the field of using its SEO and PPC tools. We defined the basic concepts, described the principles of individual tools and dealt with their comparison. Based on the study of data from published studies, we analysed the use of online marketing tools in the conditions of industrial companies operating in the Slovak republic. In future, it will be appropriate to expand the research and focus on the specifics and comparison of these tools’ utilisation in different types of industrial companies.

Keywords: Online marketing; SEO; PPC; industrial company (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:repfms:v:28:y:2020:i:46:p:22-28:n:3

DOI: 10.2478/rput-2020-0003

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