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  • 标题:THE ROMANIAN CONSUMER AND ONLINE MARKETING – AN EXPLORATORY RESEARCH APPROACH
  • 本地全文:下载
  • 作者:Pantea Carmen, Veghes Calin
  • 期刊名称:Annals of the University of Oradea : Economic Science
  • 印刷版ISSN:1222-569X
  • 电子版ISSN:1582-5450
  • 出版年度:2008
  • 卷号:XVII
  • 期号:04
  • 页码:1066-1071
  • 出版社:University of Oradea
  • 摘要:

    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.

  • 关键词:

    Consumer behavior, Direct communication, Online marketing

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