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Un model conceptual al utilizarii blogurilor in comunicarea integrata de marketing

Author

Listed:
  • Gheorghe Orzan

    () (School of Marketing, Bucharest University of Economic Studies)

  • Calin Veghes

    () (School of Marketing, Bucharest University of Economic Studies)

  • Mihai Orzan

    () (School of Marketing, Bucharest University of Economic Studies)

Abstract

Incepand ca orice alt cuvant rasunator la inceputul acestui secol, Web2.0 devine o realitate palpabila pentru un numar din ce in ce mai mare de utilizatori de Internet. Folosind instrumente diverse cum ar fi podcasting, retele sociale, RSS feeds, wikis, widget-uri, SEO, marketing viral sau bloguri, Web2.0 a devenit un produs foarte raspandit in randul consumatorilor, care il folosesc pentru a cauta informatii folositoare cu privire la obiceiurile lor de a face cumparaturi (Dellarocas, 2003; Ha, 2002). Drept urmare, oamenii de marketing trebuie sa-si potriveasca strategiile de marketing in functie de numarul tot mai mare de diferite instrumente si abordari online.

Suggested Citation

  • Gheorghe Orzan & Calin Veghes & Mihai Orzan, 2011. "Un model conceptual al utilizarii blogurilor in comunicarea integrata de marketing," Revista de Marketing Online (Journal of Online Marketing), Bucharest University of Economic Studies, School of Marketing, vol. 5(3), pages 10-20, September.
  • Handle: RePEc:ase:journl:v:5:y:2011:i:3:p:10-20
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    More about this item

    Keywords

    cybermarketing; strategie de comunicare; Web2.0; comportamentul consumatorilor; communication strategies; consumer behavior;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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