Internet marketing as a business necessity

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Interdisciplinary Description of Complex Systems
16(2), 265-274, 2018
* Corresponding author, 

: 
[e-mail]
; [phone]; 
* 
Faculty of Economics in Subotica, Segedinski put 9-11, RS 
– 24 000 Subotica, Republic of Serbia 
INTERNET MARKETING AS 
A BUSINESS NECESSITY 
Aleksandar Grubor and 
Olja Jakša* 
University of Novi Sad 
– Faculty of Economics in Subotica 
Subotica, Republic of Serbia
DOI: 10.7906/indecs.16.2.6 
Regular article
Received:
27 November 2017. 
Accepted:
9 May 2018.
 
ABSTRACT 
The pace at which marketing discipline evolves each year is challenging for both individual marketing 
experts and companies as systems, which are permanently competing for global consumers. With the 
development of the Internet as the main channel and best opportunity for the implementation of the 
optimal “one-to-one” marketing model, Internet marketing as a new area of marketing theory and 
practice has emerged and is constantly improving. On the other side, the power and attractiveness of 
online surrounding have also transformed the way consumers behave, creating new patterns and 
lifestyle that have to be taken into account when creating appropriate Internet marketing strategies, far 
different from the traditional ones. Thus, the aim of this article is to examine fundamentals of 
Internet-based marketing, and to analyse challenges and opportunities that should be addressed by 
modern companies in their Internet marketing strategies, together with possible limitations and risks 
that emerged in the electronic marketplace. The method used in the article is secondary research, and 
implies a detailed analysis of researches and studies in the given field.