engleski

THE ROLE OF INTERNET MARKETING – A CASE STUDY ON THE EXAMPLE OF CROATIAN WOOD INDUSTRY

nternet marketing is an essential part of marketing theory. It is defined as the use of the Internet and other digital technologies to achieve marketing goals and to support a modern marketing concept. It also represents marketing in the new electronic environment, that is, the process of building and maintain-ing customer relationships through online activities. Internet marketing tech-niques and tools are an effective means of promoting products and businesses in the business segment of the wood industry market. Corporate profiles on social networks are used in the segment of business customers in the wood industry markets, primarily as a means of obtaining information about current business activities. The presence and visibility of businesses on the Internet, and through the use of Internet marketing, is significant in attracting new customers and retaining existing ones. The paper analyzes the frequency and necessity of In-ternet marketing in the wood industry. The survey was conducted in 2018 on wood industry business experts in the Republic of Croatia. The research 323INTERDISCIPLINARY MANAGEMENT RESEARCH XVIhypotheses analyze what are results of promoting products and businesses in the business customer segment in the wood industry markets, and access points that are the primary starting point for the availability of product information and business entities. The results showed that the respondents – experts in a wood industry most often access the Internet via mobile devices and desktops, use e-mail in their communication, and are present on social networks. The paper aims to understand the communication process in a specific industry, ie the extent to which measure experts in the wood industry have accepted and recognized the importance of such technologies.

Marketing, Wood Industry, Internet Marketing, Website, Email

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