ONLINE MARKETING

Abstract

The Web has created a new marketing arena with new rules and new opportunities. Many approaches for the assessment of Internet marketing strategies are based on existing marketing paradigms. Successfully conducting business on the Internet calls for new marketing paradigms that meet the requirements of the unique combination of its inherent characteristics: electronic markets, technological platform, and marketing issues. In this context, electronic markets are the framework in which market transactions are performed on the Internet. Underlying Internet technology forces marketing activities to be different from the ones applied to traditional sales channels and performance marketing is the essential ingredient for creating the best offering for the customer. Web site design includes both marketing and technical issues. The study elaborates the use of electronic media and the new marketing opportunities created which call for new marketing concepts. It provides useful analysis of the eventual quality of a commercial Web site and studies its effectiveness from a consumer perspective.