Title: The review of internet marketing use in Latvia's companies

Authors: Biruta Sloka; Ināra Kantāne; Renata Walczak

Addresses: Faculty of Economics and Management, University of Latvia, Riga, LV-1050, Latvia ' Faculty of Economics and Management, University of Latvia, University of Economics and Culture, Riga, LV-1050, Latvia ' College of Economics and Social Sciences, Warsaw University of Technology, Plock, PL-0048, Poland

Abstract: Development of new technologies and increasing competition require new solutions in business applications in internet marketing and advertising. The paper deals with issues related to advertising activities in internet marketing. There were presented both theoretical findings and empirical analysis of the survey conducted among Latvia's companies. The survey was carried out with the assistance of telemarketing company (telephone interviews) among companies selected from Register of Enterprises LURSOFT. The analysis of survey results compared companies responses depending on the company size and turnover changes during the last three years. Various statistical indicators were used for this analysis: indicators of descriptive statistics, cross tabulations, Kruskal-Wallis test and Kolmogorov-Smirnov test. The results indicate that there are a lot of challenges in the better use of internet advertising activities. The companies could become more competitive by more competitive and efficient application of internet marketing.

Keywords: advertising; internet marketing; survey; turnover.

DOI: 10.1504/IJLC.2017.084243

International Journal of Learning and Change, 2017 Vol.9 No.1, pp.5 - 16

Received: 06 Jan 2017
Accepted: 19 Jan 2017
Published online: 21 May 2017 *

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