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Ziółkowska Bogusława Regina (Czestochwa University of Technology)
The Effectiveness of Internet Marketing in Managing a Micro-Company. Case Study
Organization & Management : Scientific Quarterly, 2022, nr 2 (58), s. 141-153, bibliogr. 10 poz.
Mikroprzedsiębiorstwo, Marketing internetowy, Zarządzanie przedsiębiorstwem, Społeczeństwo informacyjne
Micro-enterprise, e-marketing, Enterprise management, Information society
Purpose: The reason for writing the article was the surge of interest in internet marketing. The aim of the research was to describe the benefits of a micro-enterprise by resigning from traditional marketing tools for the use of Internet marketing. Design/methodology/approach: In the theoretical part of the work, the definition of internet marketing was reviewed and the expectations of enterprises in this regard were indicated. The research method used to solve the problem was the case study. Research carried out in the company allowed to recognize the problem in business practice. Findings: The paper found that internet marketing in Visign Studio is much more effective than traditional marketing. It allows you to reach a much larger number of customers with your offer, allows you to collect much more information about them, and all this at much lower costs. Research limitations/implications: The identified problem requires further research, including cross-industry research, and diversification of research approaches and methods used in social sciences, including quantitative ones. Practical implications: The results of the study clearly indicated the high effectiveness and high efficiency of internet marketing in a micro-enterprise. Enterprises should not be afraid of transferring marketing activity to the Internet, as generally available tools create low barriers to entry to the Internet. Currently, online marketing tools allow you to reach a wide audience with your offer, acquire new customers and increase sales. Social implications: The issues raised in the article fall within the spectrum of society's transition to the impact of virtual reality, to the information society. Internet marketing has a pro-ecological character because it is based on intangible resources. Originality/value: The paper presents, on an example selected from economic practice, how to set up a micro-company and then develop it using generally available Internet marketing tools. The article is addressed to entrepreneurs who create new enterprises or run their businesses for years, but are afraid of innovative technologies offered on the Internet. The added value is a detailed description of a thriving, young company that is rapidly developing and expanding its reach thanks to internet marketing.(original abstract)
The Library of Warsaw School of Economics
Full text
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