دور التسويق الالكتروني الشبكي في دعم الجهود الترويجية للمؤسسات
الكلمات المفتاحية:
التسويق الالكتروني الشبكي, الجهود الترويجية, تطلعات ورغبات المستهلكين
الملخص
هدفت الدراسة الى التطرق أساسا الى موضوع التسويق الالكتروني الذي أصبح يميز أغلب المعاملات التجارية والاقتصادية في عصرنا الحالي، هذا النوع من التسويق يقوم بالأساس على استغلال نقل وتوزيع المعلومات التسويقية عبر شبكة الانترنت وباستخدام وسائل التواصل الاجتماعي، والتي أصبت جزء لا يتجزأ من حياة المستهلكين، والتي تتيح لهم سهولة تشخيص المنتجات والخدمات بأسرع وقت وبأقل تكلفة ممكنة، وتتيح لهم التعرف على منتجات وخدمات من جميع أنحاء العالم، وذلك ما يعزز القيمة والمنفعة التي يمكن أن تحصل عليها المؤسسات بالمقابل.
المراجع
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- PATRALI. C, Understanding Consumer Interaction with Web Advertising, in Internet Marketing Research: Theory and Practice, Idea Group, 2001.
- HART. C, Retailer adoption of the Internet – Implications for retail marketing, European Journal of Marketing, 2000
- FILL. C, Marketing communications, Harlow: FT Prentice Hall, USA, 2006
- SAKAS. D, the Development of Facebook's Competitive Advantage for Brand Awareness, Procedia Economics And Finance, Russia, 2015,
- MAGOS. R, Digital Marketing for Identifying Customers' Preferences: A Solution for SMEs in Obtaining Competitive Advantages, International Journal of Economic Practices & Theories
- KANNAN. P, From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior, Journal of Marketing, USA, 2016,
- VAN. N, Strategic management of media assets for optimizing market communication strategies, obtaining a sustainable competitive advantage and maximizing return on investment: An empirical study, Journal of Digital Asset Management, USA, 2007,
- HUDSON. S, The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 2016
- JOHNSON. K, Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook, Computers in Human Behavior, 2016
- BRANDI. W, Risk, Information, and Incentives in Online Affiliate Marketing, Journal of Marketing Research, USA, 2015
- BRIGHAM. E, Digital Marketing, international online marketing course, 2011, p 14.
- BITNER. M, Marketing strategies and organization structures for service firms, marketing of services, USA, 1981
منشور
2019-06-03
كيفية الاقتباس
بلخضرع. ا. (2019). دور التسويق الالكتروني الشبكي في دعم الجهود الترويجية للمؤسسات. مجلة الامتياز لبحــوث الاقتصاد والادارة, 3(1), 129-147. https://doi.org/10.34118/jeemr.v3i1.681
إصدار
القسم
Original Article
