Naslov
WHAT CHALLENGES IN INTERNET MARKETING COMMUNICATION ARE RECOGNIZED BY CROATIAN MARKETING AGENCIES?

Autori
Odeljan, Petra ; Gregurec, Iva

Izvornik
International journal of multidisciplinarity in business and science (1849-0581) 6 (2020), 9; 31-40

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, ostalo

Ključne riječi
internet, internet marketing communication, challenges, marketing agencies

Sažetak
It is indisputable that the internet leaves an indelible mark on many changes in the world every day. But what is important to us as marketers is what changes the internet leaves on communication between businesses and consumers. It is certainly important to point out that, from a business perspective, the internet marketing communication is the one that takes their business to a whole new dimension, which they, on a daily basis, must adapt to, given the challenges they face if they want to survive on the market. But they also must adapt to that challenges to gain some form of competitive advantage. This paper provides an insight into which challenges marketing agencies are facing on the Croatian market in this most dynamic field of marketing discipline. In addition to the theoretical basis that this paper shows, the paper also presents the results of quantitative research conducted using a questionnaire on digital marketing managers of Croatian marketing agencies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA