THE GLOBAL IMPACT OF E-MARKETING STRATEGIES ON SME IN THE SEGMENT OF TOURISTIC SERVICES

被引:0
作者
Madlenak, Radovan [1 ]
Madlenakova, Lucia [1 ]
机构
[1] Univ Zilina, Fac Operat & Econ Transport & Commun, Dept Commun, Univ 1, Zilina 01026, Slovakia
来源
GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES, 16TH INTERNATIONAL SCIENTIFIC CONFERENCE PROCEEDINGS, PTS I-V | 2016年
关键词
e-marketing; e-marketing communication tools; internet; SME; touristic services; E-COMMERCE;
D O I
暂无
中图分类号
F [经济];
学科分类号
02 ;
摘要
Internet is a world-wide medium and has a global impact on companies and customers. Physical boundaries have disappeared and the virtual boundaries are relative unknown. Boundaries now only exist in people's minds and the possible applications have had an effect behaviour of people and on business function. This is the right place for application of specialised marketing strategies in companies that are in online space. This combination of global online space (Internet), specific marketing strategies and proper marketing communication tools leads to the changes of the customer buying behaviour and the changes in business model of the companies. This article is focused on global implementation's impact of e-marketing strategies in the conditions of small and medium enterprises especially in the segment of touristic services. The article is divided in the two basic parts. In the analytical part of the article we analysed fundamental e-marketing strategies and the tools of e-marketing communication in the specific segment of touristic services in Slovakia and abroad. The practical part of article is dedicated to example how to implement the special e-marketing communication tools (creation of web pages with booking services, SEO, engagement to affiliate program, email marketing and social marketing) suited for segment of touristic services in international environment. The impact of implementation of selected e-marketing communication tools in conditions of real SME company is summarised in the conclusions of article.
引用
收藏
页码:1235 / 1243
页数:9
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