| Abstract [eng] |
The article analyzes the concept of internet marketing, discusses the elements of internet marketing. The scientists (Kotler, Keller, 2007 et al.) emphasize that for the specialists of marketing, internet provides greater possibilities of dialogue and individualization. For the enterprises this means the beginning of relations and communication with even larger groups of consumers. The aim of the article is to analyze the elements of internet marketing under the example of Lithuanian (Vilnius, Kaunas, Klaipėda, Šiauliai, Panevėžys) tourism information centres. Seeking to identify the elements of internet marketing content analysis had been performed – it is content analysis of generally taken texts, which is performed by using standard measuring, statistical procedures and seeking to get objective characteristics of them. This method refers to statistical evaluation of various characteristics of texts. The internet marketing of tourism information centres of five largest cities of Lithuania (Vilnius, Kaunas, Klaipėda, Šiauliai and Panevėžys) is analyzed in the research. While analyzing elements of internet marketing it was sought to identify the aspects of advertisement, sales 47 promotion, personal sale, direct marketing and public relations. The results of empirical research have shown that Vilnius tourism information centre uses the most of elements of internet marketing. The website not only looks attractive, but also uses all possibilities provided by the advertisement – promotional banners, links to similar websites, the searches on the internet appear in the first positions, they provide thorough information about the services being provided, present themselves, present possibility for the visitors to communicate with each other and to contact the organization by e-mail. The least of elements of internet marketing are used by Panevėžys tourism information centre. [...]. |
