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Raporti Mes Marketingut Në Internet Dhe Marketingut Tradicional

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Raporti Mes Marketingut Në Internet Dhe Marketingut Tradicional
“Pyetja kyçe nuk është të aplikojmë teknologjitë e Internetit – kompanitë nuk kanë zgjidhje tjetër nëse dëshirojnë të qërojnë konkurrent – por si ta aplikojmë atë.” (Chaffey, Ellis-Chadwick, Mayer, & Johnston, 2009, p. xiii). Pas konsiderimit se si të aplikohen këto teknologji, pyetja tjetër e cila duhet përgjigjur është:
○ Si e konsiderojnë kompanitë marketingun në internet dhe raportin e tij ndaj marketingut tradicional? (Mustafi et al. 2011)

Shumë autorë, si Allen (2006), theksojnë se marketingu në internet nuk dallon nga marketingu tradicional. Në fakt, përkrahësit e këtij mendimi theksojnë se marketingu në internet është vetëm një shtesë e drejtpërdrejtë e marketingut tradicional, kështu marketingu direkt dhe porosia përmes postës zbatohen në marketingun në internet gjithashtu.

Disa kompani, në këtë aspekt, kanë zhvilluar ambiente të tilla ku marketingu në internet dhe marketingu tradicional veprojnë të pa varur në dy reparte të ndryshme. Kompani të tjera, siç janë kompanitë e reja me veprim të orientuar në internet, mbështesin mendimin se marketingu tradicional është më shumë si një shtesë e strategjisë së marketingut në internet, se sa një strategji në vete (West, 2010).

Siç mund të shohim, raporti mes marketingut në internet dhe atij tradicional shihet si i ndryshëm varësisht nga rëndësia e marketingut në internet dhe rëndësia e përgjithshme e biznesit elektronik në krijimin e vlerave për kompanitë. Në këtë aspekt, teknologjitë e reja kanë ndikim të madh në zhvillimin e mëtejmë të marketingut në internet, kështu, siç përfundon Dejv Çafi me të tjerët, rezultatet e arritura nga teknologjitë duhet të përcaktojnë sasinë e investimeve në marketingun në internet dhe jo adaptimi i teknologjive (Chaffey et al. 2009). Për këtë, investimet dhe zhvillimet e strategjive të marketingut nuk duhet realizuar bazuar në raportin e vlerësuar mes marketingut në internet dhe atij tradicional dhe në ndikimin e tij në të arriturat e kompanisë së caktuar.

Sidoqoftë,

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