Relevant bibliographies by topics / Online marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Online marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Online marketing"

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Beyer, Karolina. "Online marketing as a successor of traditional marketing." Studia i Prace WNEiZ 52 (2018): 9–20. http://dx.doi.org/10.18276/sip.2018.52/1-01.

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Kowal, Witold. "Marketing metrics – perspektywa marketingu offline vs. marketingu online." Marketing i Rynek 2023, no. 7 (2023): 18–26. http://dx.doi.org/10.33226/1231-7853.2023.7.3.

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Anto, Stiwak, and Saravanan P. "Online Marketing." Shanlax Internatioanl Journal of Commerce 6, S1 (2018): 194–97. https://doi.org/10.5281/zenodo.1419436.

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Online marketing is a set of tools and methodologies used for promoting products and services through the internet. Online  marketing  includes  a  wider  range  of  marketing elements  than  traditional  business  marketing  due  to  the extra channels and marketing mechanisms available on the internet. In  today’s  generation,  the  online  marketing  is  one  of  the main most important  systems for selling product through the help of the internet.  &n
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M, Priya. "Online Marketing." Shanlax International Journal of commerce 6, S1 (2018): 251–57. https://doi.org/10.5281/zenodo.1419450.

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Online marketing is advertising and marketing the products or services of business over the Internet. Online marketing relies upon websites or emails to reach to the users and it is combined with e-commerce to facilitate the business transactions. In online marketing, you can promote the products and services via websites, blogs, email, social media, forums, and mobile Apps. Online marketing is also termed as Internet marketing, Web marketing, or simply, OLM. Online marketing is a widely practiced strategy of advertising or promoting sales and the name of the business. Wise use of the online m
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S.Muhilarasan and Raj T.Kabil. "Online Marketing." Shanlax International Journal of Management 6, S1 (2018): 181–86. https://doi.org/10.5281/zenodo.1461347.

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This paper will serve as the Master Thesis on the Cand.Merc.Ibe education. The paper is designed to give the reader insight to if, and how companies utilize  the possibilities of Internet advertising and branding.     
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Mehkarker, Ms Nikita. "Online Marketing Services." International Journal for Research in Applied Science and Engineering Technology V, no. III (2017): 556–60. http://dx.doi.org/10.22214/ijraset.2017.3103.

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Leung, Fine F., Flora F. Gu, and Robert W. Palmatier. "Online influencer marketing." Journal of the Academy of Marketing Science 50, no. 2 (2022): 226–51. http://dx.doi.org/10.1007/s11747-021-00829-4.

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Bakamjian, Ted. "Marketing online publications." Leading Edge 19, no. 3 (2000): 236–37. http://dx.doi.org/10.1190/tle19030236.1.

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Agrawal, A., J. Basak, V. Jain, et al. "Online marketing research." IBM Journal of Research and Development 48, no. 5.6 (2004): 671–77. http://dx.doi.org/10.1147/rd.485.0671.

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Walter, V. "Praxiswissen Online-Marketing." Marketing Review St. Gallen 26, no. 6 (2009): 62. http://dx.doi.org/10.1007/s11621-009-0096-4.

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Dissertations / Theses on the topic "Online marketing"

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Cabezón, Nicolás Marcelo. "Marketing online." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2014. http://bdigital.uncu.edu.ar/7107.

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El principal objetivo de esta investigación es ver cómo se ha ido modificando la industria turística con la llegada de las nuevas tecnologías como internet con su banda ancha o los nuevos métodos de comunicación que acercan a los consumidores entre sí. Para llevarla a cabo, se pretende investigar cuál era la manera en que los consumidores se desempeñaban dentro de la industria turística para conseguir satisfacer sus necesidades, y se tratará de demostrar cómo esta relación entre cliente industria ha sufrido una transformación sustancial debido al ingreso de un nuevo actor a la ecuación: la “te
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Zrůst, Daniel. "Online marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192686.

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The aim of this thesis is to evaluate pay per click marketing as suitable marketing tool for promotion and distribution of a given product. The paper describes basic vocabulary related to PPC advertising, common metrics, tools used by online marketers, and logic of running PPC campaigns. The paper also tries to quantify impact of Internet on economies. The second part applies the theory to analysis of consumers' conversion path while searching online in common search engines where PPC marketing plays the key role.
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Novotný, Ondřej. "Inbound marketing v kontextu tradičních nástrojů internetového marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-195465.

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This diploma thesis aims primarily to present inbound marketing as a new method of free propagation on the Internet and on the basis of my own research to further evaluate its suitability for selected business sectors. Research is conducted on a sample of 69 websites divided into seven sectors. After successive investigation of traffic sources and their effectiveness based on the relative expression of conversion rate the suitability of this method for particular sectors is judged. The second objective is a design of inbound marketing strategy for selected web based on knowledge from the pract
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Horecká, Ivana. "Online Marketing Trends." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204065.

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This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the la
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Cuaranda, Gastón. "Marketing offline vs online." Bachelor's thesis, Universidad Nacional de Cuyo. Facultad de Ciencias Económicas, 2014. http://bdigital.uncu.edu.ar/6927.

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En este trabajo se analiza la sinergia actual entre marketing offline y online, y la evolución de dicha disciplina a lo largo de las últimas décadas. Además se pretende exponer un modelo de gestión de redes sociales, que sirva de base para futuras campañas integrales de marketing.<br>Fil: Cuaranda, Gastón. Universidad Nacional de Cuyo. Facultad de Ciencias Económicas.
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Kuzmiak, Štefan. "Online marketing portálu iKariéra.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9405.

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As a reaction to problems of the portal iKariera.cz with low numbers of visitors and registered users the thesis tries to evaluate the suitability, contributions and effectiveness of chosen online marketing tools and also their potential for solving those problems for the future. The thesis compares the contributions and effectiveness of SEO, PPC campaigns in the search engine of Google and campaigns at social network site Facebook.com with other offline and cross media campaigns realized at the same time. On the basis of a comparison of the outputs and other facts the thesis tries to give fut
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Vachková, Rita. "Online marketing v hotelnictví." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-191697.

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This thesis is focused on online marketing and its application and use in hotel industry. The aim is to familiarise the reader with this issue and in the context of this objective create a study with a comprehensive view on online marketing in hotel industry, that is further complemented by the own research. In the context of primary research was determined the sub-objective - to analyse the situation of online marketing on the market of hotels in Prague, especially in terms of their internet presentation and advertising in search engines. The thesis is divided into three parts. First is a the
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Šnajdr, Radek. "Online marketing vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-358941.

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The main goal of this thesis was evaluate the impact of indiviudal tools of communication mix on the results of the online campaign of the chosen brand. This campaign lasted for almost three months. The core of the campaign was consumer competition. The main goal of this campaign was sale increase and brand awareness. In the first part, I dealt with the tools of the communication mix from the point of view of the use in marketing and measuring their performance. In the second part, I analyzed the way brand worked with individual tools of commuciation mix and then I evaluated the tools accordin
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Lazareva, Ekaterina. "Online marketing vybrané firmy". Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359002.

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The aim of this master thesis is to analyze the current state of the companys marketing activities on the Internet (using the SEO PPC advertising social networks activities web traffic) and evaluate effectiveness of online marketing strategy. Thesis includes analysis of online communication of competitors companies on the Czech market. Basing on these analyzes recommendations and suggestions for improving the effectiveness of online marketing tools were presented.
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Kolibius, Mischa. "Online-Marketing für Bio-Produkte." [S.l.] : [s.n.], 2002. http://www.unisg.ch/www/edis.nsf/wwwDisplayIdentifier/2583.

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Books on the topic "Online marketing"

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Kreutzer, Ralf T. Online-Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33937-1.

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Kreutzer, Ralf T. Online Marketing. Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-35369-8.

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Kreutzer, Ralf T. Online-Marketing. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25360-8.

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Schwickert, Axel C., and Thomas E. Theuring. Online-Marketing. Vieweg+Teubner Verlag, 1998. http://dx.doi.org/10.1007/978-3-663-01228-3.

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Gräf, Hjördis. Online Marketing. Deutscher Universitätsverlag, 1999. http://dx.doi.org/10.1007/978-3-663-08807-3.

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Kreutzer, Ralf T. Online-Marketing. Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-12287-4.

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Lammenett, Erwin. Praxiswissen Online-Marketing. Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32340-0.

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Lammenett, Erwin. Praxiswissen Online-Marketing. Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25135-2.

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Lammenett, Erwin. Praxiswissen Online-Marketing. Gabler, 2009. http://dx.doi.org/10.1007/978-3-8349-8251-3.

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Lammenett, Erwin. Praxiswissen Online-Marketing. Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15494-3.

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Book chapters on the topic "Online marketing"

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Walsh, Gianfranco, Alexander Deseniss, and Thomas Kilian. "Online-Marketing." In Marketing. Springer Berlin Heidelberg, 2020. http://dx.doi.org/10.1007/978-3-662-58941-0_12.

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Olbrich, Rainer, Carsten D. Schultz, and Christian Holsing. "Online-Marketing." In Electronic Commerce und Online-Marketing. Springer Berlin Heidelberg, 2015. http://dx.doi.org/10.1007/978-3-662-46327-7_3.

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Walsh, Gianfranco, Alexander Klee, and Thomas Kilian. "Online-Marketing." In Springer-Lehrbuch. Springer Berlin Heidelberg, 2009. http://dx.doi.org/10.1007/978-3-540-89136-9_12.

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Reuss, Sabine. "Online-Marketing." In Marketing für Kanzleien und Wirtschaftsprüfer. Gabler, 2010. http://dx.doi.org/10.1007/978-3-8349-8703-7_5.

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Heßler, Armin, and Petra Mosebach. "Online-Marketing." In Strategie und Marketing im Web 2.0. Gabler Verlag, 2013. http://dx.doi.org/10.1007/978-3-8349-4062-9_5.

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Summa, Harald A. "Online-Marketing." In Publizistik im vernetzten Zeitalter. VS Verlag für Sozialwissenschaften, 1998. http://dx.doi.org/10.1007/978-3-322-87306-4_11.

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Spindler, Gerd-Inno. "Online-Marketing." In Basiswissen Marketing. Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-30963-3_11.

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Budde, Volker, Dagmar Mack, Christian Reichardt, Harald Mathie, and Torsten Schwarz. "Online-Marketing." In E-Business — Handbuch für Entscheider. Springer Berlin Heidelberg, 2002. http://dx.doi.org/10.1007/978-3-642-56148-1_3.

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Walsh, Gianfranco, Alexander Deseniss, and Thomas Kilian. "Online-Marketing." In Springer-Lehrbuch. Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-38041-9_12.

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Spindler, Gerd-Inno. "Online-Marketing." In Basiswissen Marketing. Springer Fachmedien Wiesbaden, 2022. http://dx.doi.org/10.1007/978-3-658-38339-8_11.

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Conference papers on the topic "Online marketing"

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Candra Arifah, Ika Diyah. "Transforming Modern Marketing: Artificial Intelligence Implementation for SEO Marketing of Online Store in E-Commerce Marketplace." In 2024 12th International Conference on Cyber and IT Service Management (CITSM). IEEE, 2024. https://doi.org/10.1109/citsm64103.2024.10775331.

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Wang, Ping. "Online Book Marketing System." In 2015 International Conference on Management, Education, Information and Control. Atlantis Press, 2015. http://dx.doi.org/10.2991/meici-15.2015.323.

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Brito, Patrícia Leite. "ESTRATÉGIAS DE MARKETING EM SAÚDE." In III Congresso Nacional Online de Empreendedorismo. Congresse.me, 2021. http://dx.doi.org/10.54265/wyud2109.

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INTRODUÇÃO: O Marketing é uma ferramenta poderosa usada em todas as áreas para realizar os desejos dos clientes e ou criar produtos ou serviços que facilitem a vida. Os indicadores de fidelização e o aumento de serviços personalizados para atender a cada tipo de público, demonstram que cada vez mais, os clientes buscam atender suas necessidades específicas e individualizadas. No marketing voltado para área da saúde, diversas ações e estratégias com foco no cliente e no seu desejo foram desenvolvidas ao longo da última década, para impulsionar o crescimento e geração de valor para profissionais
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Savca, Ana-Maria. "Tendințele dezvoltării marketingului online în Republica Moldova." In Simpozion Ştiinţific al Tinerilor Cercetători, Ediţia a 21-a. Academy of Economic Studies of Moldova, 2024. http://dx.doi.org/10.53486/sstc.v1.50.

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Online marketing is a reality that any entity in the Republic of Moldova should take into account, regardless of its size. The application of marketing strategies in this field must be done at the same time as the new possibilities and technologies of online business and, of course, must be continuously developed. The purpose of this paper is to research the definition of the the term marketing and its components, emphasizing the importance and tendencies of online marketing.
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Voicu, Mirelacatrinel. "ONLINE MARKETING STRATEGIES USED TO DEVELOP ONLINE COURSES." In eLSE 2018. Carol I National Defence University Publishing House, 2018. http://dx.doi.org/10.12753/2066-026x-18-251.

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In this paper we present a study on some online marketing strategies which can help us in developing online courses. We include components such as: Design &amp; Development, Content marketing, Social Media, Reputation, Affiliate Marketing, Analytics, Email marketing, SEO, PPC, and even E-commerce components.For example, using Google Trends or Keyword Planner tool of Google AdWords, we can find out if there are people interested in the topic that we treat in our courses. At the same time, we can have information about their geographic location, such as countries or cities. With Google Analytics
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Hojdik, Vladimír. "INTRODUCTION TO MARKETING METRICS AND CHARACRERISTICS OF SELECTED ONLINE MARKETING METRICS." In DOKBAT 2017. Tomas Bata University in Zlín, Faculty of Management and Economics, 2017. http://dx.doi.org/10.7441/dokbat.2017.15.

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Mohamad Zaki, Nur Amalina, Zuha Rosufila Abu Hasan, Safiek Mokhlis, Shahriman Abdul Hamid, and Mohd Saiful Izwaan Saadon. "THE EFFECTIVENESS OF ONLINE CONSERVATION MARKETING FOR RELATIONSHIP MARKETING BETWEEN CONSERVATION ORGANISATIONS AND BUSINESSES." In GLOBAL TOURISM CONFERENCE 2021. PENERBIT UMT, 2021. http://dx.doi.org/10.46754/gtc.2021.11.005.

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Even prior to the COVID-19 pandemic, marketing for online conservation was increasingly used by conservationists to appeal for funds from businesses and to improve public awareness on the need to reduce the loss of biodiversity. Yet, uncertainty remains in the academic literature about the effectiveness of online conservation marketing. Given that the potential impact of online conservation marketing in the corporate sector is evident (i.e., with a clear reduction in management and maintenance costs, and an increase fund collection), knowledge of online conservation marketing is important for
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Belostecinic, Grigore, and Eudochia Jomir. "Online University Marketing: Opportunities And Strategies." In 27th International Scientific Conference “Competitiveness and Innovation in the Knowledge Economy”. Academy of Economic Studies of Moldova, 2024. http://dx.doi.org/10.53486/cike2023.16.

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Under the conditions of intensifying competition, increasing costs and rapidly decreasing student numbers, universities are facing difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and develop the institutional image and reputation, increasing notoriety, increase the attractiveness of study programs and stimulate enrollment. Therefore, the issue of marketing strategies, policies and tactics becomes increasingly current and of major interest to universities. At the same time, the studies conducted allo
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Glance, Natalie, Matthew Hurst, Kamal Nigam, Matthew Siegler, Robert Stockton, and Takashi Tomokiyo. "Deriving marketing intelligence from online discussion." In Proceeding of the eleventh ACM SIGKDD international conference. ACM Press, 2005. http://dx.doi.org/10.1145/1081870.1081919.

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Glance, Natalie, Matthew Hurst, Kamal Nigam, Matthew Siegler, Robert Stockton, and Takashi Tomokiyo. "Analyzing online discussion for marketing intelligence." In Special interest tracks and posters of the 14th international conference. ACM Press, 2005. http://dx.doi.org/10.1145/1062745.1062924.

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Reports on the topic "Online marketing"

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McKittrick, Susan. Adobe’s Online Marketing Suite. Patricia Seybold Group, 2011. http://dx.doi.org/10.1571/psgp03-23-11cc.

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Jai, Tun-Min (Catherine). Bring the Real-World Digital Marketing Experience to Classroom: Google Online Marketing Challenge. Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-392.

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Decarolis, Francesco, Maris Goldmanis, and Antonio Penta. Marketing Agencies and Collusive Bidding in Online Ad Auctions. National Bureau of Economic Research, 2017. http://dx.doi.org/10.3386/w23962.

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Kraynova, O. S., and M. Ketrar. Marketing analysis of the market for online tourism and related services. Ljournal, 2016. http://dx.doi.org/10.18411/kray-2016-artc-00066.

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Jai, Tun-Min Catherine. Real Money, Real Clients, Real Experience: Using Google Ad Grants to Teach Online Marketing. Iowa State University. Library, 2019. http://dx.doi.org/10.31274/itaa.8313.

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Nguyen, Nhung. Online Shopping Transformation and It’s Impacts on Small Business and Consumer Behavior During the Covid-19 Pandemic: Implementing E-Marketing Strategies for Small Business. Iowa State University, 2022. http://dx.doi.org/10.31274/cc-20240624-1081.

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Mashingia, Jane, S. Maboko, P. I. Mbwiri, et al. Joint Medicines Regulatory Procedure in the East African Community: Registration Timelines and Way Forward. Purdue University, 2021. http://dx.doi.org/10.5703/1288284317429.

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A review of the East African Community (EAC) joint regulatory review process was conducted, registration timelines analyzed and key milestones, challenges and opportunities documented for the period of July 2015 to January 2020. A total of 113 applications were submitted for joint scientific review. Among these, 109 applications were assessed, 57 were recommended for marketing authorisation, 52 applications had queries to applicants and four applications were under review. A total median approval time for all products ranged from 53 to 102 days. The maximum time taken by a regulator to review
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Vaskivskyj, Yurij. Branding in journalism: prospects for operation. Ivan Franko National University of Lviv, 2022. http://dx.doi.org/10.30970/vjo.2022.51.11395.

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The article analyzes the branding process in the context of the development of individual units of journalism. After all, in the current conditions of competition in the Ukrainian information space, it is important to apply and master new technologies for the development and promotion of media resources in the media market. The history of branding is presented and it is noted that branding is the key to the success of each media brand in using the necessary tools and technologies, which involves the branding process. It is necessary to know and understand not only the basic laws of branding, b
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Pretorius, Philip Christo. Various Facets of Populist, Authoritarian and Nationalist Trends in Japan and Taiwan. European Center for Populism Studies (ECPS), 2024. http://dx.doi.org/10.55271/rp0052.

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This report provides a brief overview of the tenth event in ECPS’s monthly Mapping European Populism (MEP) panel series, titled "Various Facets of Populist, Authoritarian and Nationalist Trends in Japan and Taiwan" held online on February 29, 2024. Moderated by Dr. Dachi Liao, Emeritus Professor at the Institute of Political Science at National Sun Yat-sen University in Taiwan, the panel featured speakers Dr. Yoshida Toru, Full Professor of Comparative Politics at Doshisha University in Japan, Dr. Airo Hino, Professor, School of Political Science and Economics, Waseda University, Dr. Szu-Yun H
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Bayudan-Dacuycuy, Connie, Lora Kryz Baje, Francis Mark Quimba, and Celia Reyes. Men- and Women-owned/led MSMEs and the COVID-19 Policy Responses. Philippine Institute for Development Studies, 2022. https://doi.org/10.62986/dp2022.15.

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Using a gender lens, this paper takes stock of economic relief measures that aim to foster the resilience of micro, small, and medium enterprises (MSMEs) to COVID-19. It does so by analyzing results from an online survey of MSMEs and by coming up with a definition of women-owned/led MSMEs (WMSMEs). The paper notes that a larger percentage of WMSMEs (1) find the lack of working capital, disruptions in the production/supply chain/business networks, a decline in domestic demand, and the lack of finances for digitization to be major obstacles; (2) find the lack of collateral/guarantee, high intere
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