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, strategies). Edit. Polirom, Iaşi. Pekar V., 1995 - Strategii de marketing (Marketing strategies). Edit. Sedcom Libris, Iaşi. Porter M.E., 2001 - Strategie concurentjală (Competitive strategy). Edit. Teora, Bucureşti. Vasiliu Mădălina, 2011 - Aspects regarding the promotion of wine products through online marketing, with case study Company Cotnari SA. Rev. Lucrări ştiinpce,U.S.A.M.V. Iaşi, vol. 54, nr. 2, Edit. Ion Ionescu de la Brad, Iaşi. Vasiliu Mădălina, 2012 - Aspects regarding the promotion of wine products through online marketing in Romania. Analele

References Cutell, E. & Guan, Z. (2007). An eye-tracking study of information usage in Web search: Variations in target position and contextual snippet length. s.l. : Microsoft Research. Eley, B. & Tilley, S. (2009). Online Marketing Inside Out. Collingwood: SitePoint. Google. AdWords Keyword Tool. Retrieved August 31, 2010, from adwords.google.com/select/KeywordToolExternal Granka, L. A., Joachims, T. & Gay, G. (2004). Eye-tracking analysis of user behavior in WWW search. In: Proceedings of SIGIR'04 (pp. 478-479). ACM Press. Gunelius, J. (2011). 30

Economics and Finance, 4, 244-254, http://dx.doi.org/10.1016/S2212-5671(12)00339-5 Smutny, Z., & Vojir, S. (2015). A Methodology Concept of Online Marketing Management with a Knowledge Base of Interactions from Internet-based Services. In D. Ramjugernath (ed.), 3rd International Conference on Innovation and Entrepreneurship, (pp. 242-249). Reading: ACPI. Smutny, Z., Reznicek, V., Kalina, J., & Galba, A. (2013). Interaction of Social Media and Its Use in Marketing Management. In P. Doucek, G. Chroust & V. Oskrdal (Eds.), 21st Interdisciplinary Information Management Talks

Abstract

Technology is expanding at a speed previously unsurpassed; therefore an emphasis is made on integration, optimization and increasing efficiency on different fields. Business intelligence is a new concept which became popular alongside online marketing, as both use external and internal data in order to make better decisions, process improvement and optimizations. The aim of this paper is to propose a solution for business intelligence in the commercial field based on a model of internal sales platform. Gathering data for all the structures integrated in this platform improves the optimization of products and services offered by the companies and also streamline the process of sales. This business solution underpins another solution enabling market research on consumer preferences in order to lead to the development of new products / services according to the real needs of the market at the present time.

Abstract

Today online marketing has become an integral part of marketing mix. Potential real estate customers prefer to make online research themselves. Therefore, real estate companies should be ready that search engines, corporate web pages, profiles on social media sites should strengthen the image of real estate companies and ensure better communication with customers. The aim of this paper is to explore results of qualitative research regarding real estate online marketing activities. It has been found that real estate companies’ web sites provide customers with qualitative information. Some companies offer online communication experience. Several companies have created their profiles on Facebook and Twitter but not all of them use social media in an appropriate way. Real estate companies should learn how to use online marketing tools more effectively.

Abstract

Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.

Abstract

Online marketing is nothing else than a model of traditional marketing in cyberspace; it is a hybrid of previous forms of mass communication. In the first decade of the 21st century, the instruments used in marketing in political communication were revolutionized by the emergence of solutions enabling the interactions of users on the Internet. This type of marketing is characterized by a range of concepts, and includes online advertising campaigns, websites, interactive social networks, video-sharing sites, which encourage users to regularly post new material, websites that enable the publication of photos, images and other files or those that are based on content provided by users i.e. Wikipedia (including blog sites). Contemporary, internetized election campaigns combine low costs with effectiveness because location no longer limits social contacts in the exchange of election-related information.

://www.iab.net/media/file/IAB_Internet_Advertising_Revenue_Report_FY_20142.pdf, accessed May 2015. 14. IAB Europe (2015) IAB Europe AdEx Benchmark 2014, disponibil la adresa: http://goo.gl/ql5P72, accessed April 2015. 15. Klapdor, S., (2013). Effectiveness of online marketing campaigns. An investigation into online multichannel and search engine advertising, Munich: Springer Gabler. 16. Kotler, P., & Armstrong, G., (2010). Principles of marketing, 13th ed., New Jersey: Pearson. 17. Kotler, P., Armstrong, G., Wong, V. & Saunders, J., (2008). Principles of marketing, ed. 5, Essex: Pearson Education. 18. Leibtag, A., (2013). The Digital

Abstract

The core objective of this paper is to determine the level of online dialogue in social media between the tourist industry leaders and their customers. This study applies sequential explanatory industry-representative comparison with statistical and qualitative analysis of online word-of-mouth communication. Its main finding is that even if online marketing is a hot topic, online channels seem to be neglected by the companies failing to provide real-time dialogue services. This results in the loss of customer attention and engagement and can be linked with overall corporate relationship management immaturity. In addition, the article offers vital insight into customer value creation chain of hotel and tour operators.

Bibliography 1. Budzanowska-Drzewiecka, M., Lipińska, A. (2012). Wykorzystanie Internetu w komunikacji marketingowej przedsiębiorstw w opinii menedżerów. Kwartalnik Internetowy Komunikacja Społeczna 1, p 12–25. 2. Chaffey, D., Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing . New York: Routledge. 3. Chitty, B., Chitty, W., Luck, E., Barker, N., Sassenberg, A. M., Shimp, T. A., Andrews, J. C. (2018). Integrated marketing communications . 5th ed. Melbourne: Cengage Learning Australia. 4. Cohen, M. J