Specificities of Online Concept in Comparision with a Classic Concept of Marketing Research

Hanić, Hasan and Čivić, Beriz (2009) Specificities of Online Concept in Comparision with a Classic Concept of Marketing Research. Economic analysis, 42 (1-2). pp. 43-52. ISSN 0013-3213

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Abstract

Generation of quality marketing decisions necessarily anticipates existence of a developed system of marketing research. The paper assesses limits of a classic concept of marketing research and stresses specificities of online concepts. The accent is put to a role of information and communications technology and a process and organization of online concepts of marketing research. The paper also analyzes the comparison of these concepts of marketing research and underlines their complementarities and a possibility to eliminate individual limitations of each of the concepts in order to establish an effective process of marketing research with a function to support the process of generation of marketing decisions.

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