1、3700 英文单词 ， 19900 英文字符 ，中文 6400 字 文献出处： Schwarzl S, Grabowska M. Online marketing strategies: the future is hereJ. Journal of International Studies, 2015, 8(2): 187-196. Online marketing strategies: the future is here Susanne Schwarzl,Monika Grabowska Abstract It is well-known that traditional (offl
2、ine) marketing strategies are already widely used by the companies around the world and there are almost no new options for fostering competition. And here comes online marketing with almost unlimited possibilities and options. This paper focuses on the growing importance of online marketing, includ
3、ing research of the state of the art through analysis of the data provided by numerous surveys. It also contains brief description of the online marketing itself, basic strategies on the internet nowadays and the answer to the question: How it is possible to get new customers while keeping the old o
4、nes? Keywords: online marketing, customer behaviour, customer journey, marketing research INTRODUCTION American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers. The legal
5、term of brand is trademark”. Brands are seen as complex social phenomena which have a huge value for companies and customers. A brands goal is identification of a product and its producer as to differentiate the offering in a valued way and command margin (Mooradian et al., 2012; Herget et al. 2015)
6、. On the contrary, “customer journey” describes the “tour” a customer goes through before purchasing, ordering or asking for a certain product or service of a company. It shows what kind of touch points are responsible for a potential consumer to finally end up on a companys website. This journey can last a few hours or even days (Mattscheck, n.d.). The so-called touch points are classy advertisements as TV or radio spots, banners but also online marketing measures or mouth-to-mouth advert
