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In this chapter, readers will acquire the ability to identify online marketing with its specific forms, to situate it within the marketing management process, to trace the development of online marketing, to classify the tools of online marketing and determine their relevance for various tasks, and to evaluate the success factors of both marketing and online marketing.

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Characteristics, Success Factors, and Objectives of Online Marketing

  • 章节

  • 发表日期：

    2025年

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  • Ralf T. Kreutzer,
  • Sonja Klose

摘要

In this chapter, readers will acquire the ability to identify online marketing with its specific forms, to situate it within the marketing management process, to trace the development of online marketing, to classify the tools of online marketing and determine their relevance for various tasks, and to evaluate the success factors of both marketing and online marketing.