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Specificities of Online Concept in Comparision with a Classic Concept of Marketing Research


  • Hasan Hanic

    () (Belgrade Banking Academy)

  • Beriz Civic

    (Faculty of Economics of the University of Tuzla)


Generation of quality marketing decisions necessarily anticipates existence of a developed system of marketing research. The paper assesses limits of a classic concept of marketing research and stresses specificities of online concepts. The accent is put to a role of information and communications technology and a process and organization of online concepts of marketing research. The paper also analyzes the comparison of these concepts of marketing research and underlines their complementarities and a possibility to eliminate individual limitations of each of the concepts in order to establish an effective process of marketing research with a function to support the process of generation of marketing decisions.

Suggested Citation

  • Hasan Hanic & Beriz Civic, 2009. "Specificities of Online Concept in Comparision with a Classic Concept of Marketing Research," Economic Analysis, Institute of Economic Sciences, vol. 42(1-2), pages 43-52.
  • Handle: RePEc:ibg:eajour:v:42:y:2009:i:1-2:p:43-52

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    Marketing; researching; decision making; information technology; online research;

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software


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