Naslov
Marketing Strategy in Creating of Brand Equity on Internet

Autori
Andrlić, Berislav ; Idlbek, Robert ; Budić, Hrvoje

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Annals of DAAAM for 2007 and Proceeding of the 18th International DAAAM Symposium "Intelligent Manufacturing & Automation: Focus on Creativity, Responsibility and Ethics of Engineers" / Katalinić, Branko - : DAAAM International Vienna, 2007, 2-3

ISBN
3-901509-58-5

Skup
International DAAAM Symposium "Inteligent Manufacturing & Automation : Focus on Creativity, Responsibility and Ethics of Engineers"

Mjesto i datum
Zadar, Hrvatska, 24.10.2007. - 27.10.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internet ; marketing strategy ; product brand equity

Sažetak
Internet as medium enables business activity of the company in virtual space. Companies nowadays cope with greater difficulties arising from challenges of growing e-markets and rapidly changing factor of customers’ behaviour. With increase of number of Internet users, branded products are constantly being attributed growing significance, when compared with other media, channels and surroundings. Internet should be considered from the right point of view as medium for realisation of strategic marketing goals, used for strengthening of the brand recognition, which finally results in acquiring of new customers, higher loyalty, greater market quotas and increase of sale revenues. The authors of this paper give review of theoretical views of product brands. Finally, strategic marketing model for the process of creation of brand equity has been reconsidered and discussed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA