DOES THE STRATEGIC APPROACH TO ON-LINE MARKETING WORTH FOR SME?
Journal Title: Marketing Identity - Year 2017, Vol 5, Issue 1
Abstract
The classic marketing approach is not enough to safeguard the prosperity of a company in the conditions of the 21 st century. Authors focus on the different forms of an on-line company marketing evaluation, operating in a polygraph sector. The data have been acquired from Google analytics program between years 2013-2015. The studied company acquired 18 efficient e-mail campaigns in a period of 21 days each. The campaigns have been studied separately with the same index of time, content and performance (demand). The article aim is to prove, if there is a link between each variables and how they change within the campaigns. The authors at work verify the assumption in GRETL program that there is a distinction in efficiency of different graphic advert performances as well as in time schedule of a certain campaign during a year. Based on the paper results has been formulated suggestion, to small and middle sized companies, reflecting as the results of contemporary scientific knowledge as the practical implementation.
Authors and Affiliations
Hana Stojanová, Veronika Blašková
Keywords
Related Articles
- EP ID EP318923
- DOI -
- Views 104
- Downloads 0
MASKS AND MIRRORS: THE USE OF SOCIAL MEDIA BY FAR-RIGHT POLITICAL PARTIES AND MOVEMENTS IN THE CZECH REPUBLIC AND SLOVAKIA
Poststructuralist tradition of discourse analysis has strongly influenced political science, including theories of international relations, European identities and mass media analysis. The following paper shall use disco...
DUNNING-KRUGER DEBATE AND STUDENTS´ ASSESSMENT
Our evaluations saturate our decisions. Presented paper seeks to contribute to the fruitful topic of Dunning – Kruger effect and for the first time points to its implications within the field of marketing communication....
DIGITAL MEDIA: INVASION OF AMERICAN FILM
The processes of digitalization and technologic revolution have caused that particular international production companies are able to use financial and technical resources – mostly multi-billion budgets and advanced tech...
MAGICAL MIRROR OF THE SUCCESS OF CZECH FAMILY FIRMS
The last year’s contribution titled the Evaluation of marketing activities of family business confirmed that from the individual marketing tools/methods in Czech family firms attention is paid primarily to the values pre...
NEITHER BOND COULD EVADE INNOVATIONS
In the theoretical outcomes of the paper first of all we deal with the interpretation of a brand, its meanings and values. Consequently, we define innovations and provide their division according to the Oslo Manual OECD....