Naslov
Influencing the Online Consumer Behaviour: The Case of Premium Brand Manufacturer in Croatia

Autori
Pirić, Valentina ; Pirić, Zvonko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Enterprise in Transition Sixth International Conference proceedings / Crnjak Karanović, Biljana - Split : Ekonomski fakultet Sveučilišta u Splitu, 2005, 525-528

ISBN
953-6024-70-5

Skup
6th International Conference on Enterprise in Transition

Mjesto i datum
Bol, Hrvatska; Split, Hrvatska, 26.05.2005. - 28.05.2005

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Internet Communication ; Consumer Behaviour ; Premium Brand

Sažetak
The objective of the study was to clarify the concept of the Internet being a channel for marketing communications and to focus on the possibility of communicating premium brands through the Internet. The paper includes four researches. The analysis of the literature, an example from the actual business practice, and research results indicate that the Internet has not been given sufficient attention as a medium. Thereefore, it is strongly recommended that the business practice should be abandoned as soon as possible.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA