Analyzing The Effectiveness of Internet Marketing in Growing Sales

Eng. YASH BHAGAT, BE (mechanical)

Master's thesis

Abstract:

With the advancement of science and technology the ways of doing business has been changed. Due to the changing business environment, the tools used for marketing are changing as well. The proliferation of internet has affected the means of advertisement and marketing to achieve more customer satisfaction, exceed their expectations and impress all the stakeholders. Many companies have started shifting towards internet marketing due to the growth in the number of internet users. Marketing has reached new level due to internet and led to the emergence of digital marketing. Now days tough competition is going on among the companies or corpoaration due to online presence. This research aims to identify the importance of integrated marketing communication and marketing mix of 7Ps followed by the effectiveness of internet marketing on integrated marketing communication. Specifically, this study aims to understand the massive contribution of internet marketing as a part of integrated marketing communication to improve its effectiveness and its splendid efforts towards promotion along with the challenges in using it. It also focuses on the growing popularity of internet marketing and its limitation. From the study it was clear that internet marketing is effective as a part of integrated marketing communication strategy of the company.

Keywords

Marketing Management, Internet Marketing, Sales Increase, Integrated Marketing Communication

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2021

Thesis defence

• Supervisor: Ing. Michal Chocholoušek, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration