Formulisanje marketing strategije u Internet marketingu

Abstract

U ovom radu opisane su glavne promene u marketingu koje su došle pod uticajem Interneta. Opisane su prednosti i ograničenja koja Internet nudi potrošačima/kupcima (u daljem tekstu kupci) i preduzećima. Posebna pažnja je posvećena tome kako se marketing strategija (kroz komponente marketing miksa) menja u Internet marketingu.

In this work, we will first describe at the major shifts in marketing that are creating the Internet economy and the major advantages and limitations that Internet offer to their consumers/customers and companies. We summarize the resulting new capabilities of digital technology. The special attention is paid to how marketing strategy (including the marketing mix) is changing within the concept of Internet marketing.