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Marketing internetowy w wyszukiwarkach i sieciach internetowych : próba porównania

Maruda K., Sołoducha K.

Nowoczesne Systemy Zarządzania

2012

T. 7, nr 1

379--391

Rapid development of internet as a tool of communication has huge influence on consumers market behaviour. More than 60% of purchase decisions are made at the moment in ROPON or ROPOF model (Research Online Purchase Online i Research Online Purchase Offline). It is a big challenge for marketing communication theory to develop proper tools and methods which would be able to face this new situation. Search engine marketing or social media marketing there are classical web merketing tools which should play a different role in na coplex on line communication strategy of an contemporary organisation. The text is an attempt to answer this question - what should be a special task for SEM (search engine marketing) and SMM (social media marketing) tools in current web communication strategy of an organisation.