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ABSTRACT
E-marketing is considered as a new philosophy in the tourism industry and as a recent applicable practice, where Internet is placed as a communication target via electronic tools. Regarding aspiration and theoretical definition, there are different opinions by authors of this field, some of them use the synonyms and refer to E-marketing as Internet marketing, Digital marketing or Electronic marketing. Nowadays, increased customer confidence in electronic media and tools has increased the value of online information and advertising, where for many economic activities has affected the reduction of promotion costs by increasing the value of the product and sales growth. E-marketing does not just matter in selling products or providing services through information technology, a strategic model is much more important or rather a process where the brand value is intended and the basic concept of traditional marketing is met, in this way, meeting customer demand by creating loyal customers. The basic purpose of the research is to address the historical context in order to show the latest developments and to identify possible directions for future research.
JEL Classification: L86; M31; Z33.
Keywords: E-marketing; Internet; Tourism Iindustry; Customer.
1.INTRODUCTION
E-marketing is an innovative activity because it develops new ways of interacting with clients (Lovelock, 1995) and provides new service delivery systems (Dabholkar, 1994). E-marketing relies on technologies to enable interactivity, and thus differs from other marketing practices, providing customers with access to information, while using interactive technologies allows consumers to provide business information (Brodie et al., 2007). Efficiency of electronic marketing was a result of increased loyalty, sales growth and impact on customer attractiveness (Sharma and Sheth, 2004). Digital Marketing appeared at the end of the year 2000 but without any formal definition, but having a lot of confusion in the right design and using several synonyms, such as internet marketing, e-marketing, and digital marketing. These terms are similar and can be used simply as synonyms for each other. However, concepts have emerged one after another, including many different purposes. Digital Marketing is a more inclusive vision because it is the latest notion and can be defined as multi-channel e-marketing (Anais, 2012). The idea of electronic marketing can be the kind of marketing in which the objectives are achieved through the use of...