Online Marketing Techniques and Practices : Application for Bulgarian Business Environment and United Milk Company Plc
Boyadjiev, E N
University of Wales
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Kotler and Armstrong (2010) define online marketing as the efforts of companies to market their products and services and build relationships with their consumers over the Internet. Today people live in a digital age, in which the Internet has an immense impact on consumers and marketers who serve them. Kotler and Armstrong (2010) advise that marketing strategy and practices should adapt in order to be able to take advantage of the new Internet technologies and meet the changing demands of consumers. The dissertation paper examines in detail the components of online marketing and the various techniques and methods, which are used to market products and services and communicate with the consumers over the Internet, as a medium. This academic work concentrates on Internet marketing mix, interactive marketing communications, online relationship marketing and Internet marketing strategy. It provides and summarizes the most current developments and propositions in each of these areas. The paper reviews numerous literature sources, which put forward marketing practices and techniques, widely recognized for their effectiveness. Consequently the dissertation work sets off to verify the validity of these methods and practices with respect to the Bulgarian business environment and from the perspective of a typical Bulgarian company (United Milk Company Plc), a traditional dairy producer with fifty years of history in the sector. Primary research survey strategy is used to collect data for the testing of the claims in the literature sources. In this manner the paper explores the extent to which the widely accepted and recognized marketing practices are applicable to the case at hand. The data are then analyzed in order to identify the most adequate online marketing techniques to be built into the marketing strategy of the company at hand. Finally, the paper sets out to provide explanations and recommendations for future developments in the online marketing strategy of the company. The reasoning, analyses and findings contained in this piece of work seek to provide value to the marketing management of United Milk Company Plc (UMC). The paper provides techniques and practical know-how in the field of online marketing, which could lay the foundation of strategic decisions on the future development of the company’s marketing campaigns.
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