A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT
Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online commu...
| Main Authors: | , |
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| Format: | Article |
| Language: | deu |
| Published: |
University of Oradea
2011-07-01
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| Series: | Annals of the University of Oradea: Economic Science |
| Subjects: | |
| Online Access: | http://anale.steconomiceuoradea.ro/volume/2011/special/008.pdf |
| _version_ | 1811221034155638784 |
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| author | POP Nicolae Al. ACATRINEI Carmen |
| author_facet | POP Nicolae Al. ACATRINEI Carmen |
| author_sort | POP Nicolae Al. |
| collection | DOAJ |
| description | Starting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing. In order to validate some of the mentioned ideas the authors have chosen to undertake a qualitative marketing research among the managers of some Romanian tourism companies. The qualitative part of the study had as purpose the identification of the main tools which form the basis of the communication with the beneficiaries of the touristic services, of the way in which the companies use the online communication tools for attracting, keeping and developing the long term relationships with their customers in the virtual environment. The following tools have been analyzed: websites, email marketing campaigns, e-newsletters, online advertising, search engines, sponsored links, blogs, RSS feed, social networks, forums, online discussion groups, portals, infomediaries and instant messaging. The chosen investigation method was the selective survey, the research technique - explorative interrogation and the research instrument - semi structured detailed interview, based on a conversation guide. A very important fact is the classification resulted after the respondents were requested to mention the most efficient tools for attracting customers and for maintaining the relationships with them. Although the notoriety of the online marketing tools is high, there are some tools that are known by definition, but are not used at all or are not used correctly; or are not known by definition, but are used in practice. The authors contributed by validating a performing methodology of qualitative research, a study which will open new ways and means for making the online communication tools used for touristic services in Romania more operational. It is to be mentioned that the chosen domain of application has not yet been researched within the national literature. The qualitative research results will form the basis for a quantitative study among the consumers of touristic services in order to identify their opinion in what concerns the usage of online marketing tools by the tourism companies in maintaining the relationships with them. |
| first_indexed | 2024-04-12T07:52:47Z |
| format | Article |
| id | doaj.art-f0a894058a4345df88d9f3702e4841ce |
| institution | Directory Open Access Journal |
| issn | 1222-569X 1582-5450 |
| language | deu |
| last_indexed | 2024-04-12T07:52:47Z |
| publishDate | 2011-07-01 |
| publisher | University of Oradea |
| record_format | Article |
| series | Annals of the University of Oradea: Economic Science |
| spelling | doaj.art-f0a894058a4345df88d9f3702e4841ce2022-12-22T03:41:34ZdeuUniversity of OradeaAnnals of the University of Oradea: Economic Science1222-569X1582-54502011-07-011special119125A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENTPOP Nicolae Al.ACATRINEI CarmenStarting from the meaning of the communication process in marketing, the authors try to identify its role in assuring the continuity of the management process in what concerns the relationships between all the partners of the company, on the long term. An emphasis is made on the role of online communication and its tools in relationship marketing. In order to validate some of the mentioned ideas the authors have chosen to undertake a qualitative marketing research among the managers of some Romanian tourism companies. The qualitative part of the study had as purpose the identification of the main tools which form the basis of the communication with the beneficiaries of the touristic services, of the way in which the companies use the online communication tools for attracting, keeping and developing the long term relationships with their customers in the virtual environment. The following tools have been analyzed: websites, email marketing campaigns, e-newsletters, online advertising, search engines, sponsored links, blogs, RSS feed, social networks, forums, online discussion groups, portals, infomediaries and instant messaging. The chosen investigation method was the selective survey, the research technique - explorative interrogation and the research instrument - semi structured detailed interview, based on a conversation guide. A very important fact is the classification resulted after the respondents were requested to mention the most efficient tools for attracting customers and for maintaining the relationships with them. Although the notoriety of the online marketing tools is high, there are some tools that are known by definition, but are not used at all or are not used correctly; or are not known by definition, but are used in practice. The authors contributed by validating a performing methodology of qualitative research, a study which will open new ways and means for making the online communication tools used for touristic services in Romania more operational. It is to be mentioned that the chosen domain of application has not yet been researched within the national literature. The qualitative research results will form the basis for a quantitative study among the consumers of touristic services in order to identify their opinion in what concerns the usage of online marketing tools by the tourism companies in maintaining the relationships with them.http://anale.steconomiceuoradea.ro/volume/2011/special/008.pdfRelationship Marketing, CRM, Online Marketing Communication, Market Research |
| spellingShingle | POP Nicolae Al. ACATRINEI Carmen A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT Annals of the University of Oradea: Economic Science Relationship Marketing, CRM, Online Marketing Communication, Market Research |
| title | A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT |
| title_full | A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT |
| title_fullStr | A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT |
| title_full_unstemmed | A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT |
| title_short | A QUALITATIVE RESEARCH REGARDING THE MARKETING COMMUNICATION TOOLS USED IN THE ONLINE ENVIRONMENT |
| title_sort | qualitative research regarding the marketing communication tools used in the online environment |
| topic | Relationship Marketing, CRM, Online Marketing Communication, Market Research |
| url | http://anale.steconomiceuoradea.ro/volume/2011/special/008.pdf |
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