THE ROLE AND IMPACT OF THE INTERNET ON IN-STORE MARKETING

U završnom radu obradit će se tema uloge i utjecaja interneta na marketing u trgovini. Cilj je ovoga rada, na temelju iznešenih podataka, praktičnih primjera i istraživanja, donijeti određene zaključke o navedenoj temi. U radu se primarno koriste deduktivne metode analize i deskripcije te se uz to definira opći pojam marketinga s njegovim funkcijama, kao i njegov razvoj, marketing u trgovini i uloga i utjecaj interneta na marketingu u trgovini. Kroz primjere se objašnjava korištenje marketinga u trgovini. Nadalje, radi se istraživanje kako i na koje to načine internet utječe i može utjecati na potrošače te se pojašnjava kako se taj utjecaj sveukupno odražava na marketing u trgovini.The final paper will cover the role and impact of the internet on trade marketing. The aim of this paper, based on the presented data, practical examples and research is to draw certain conclusions on this topic. The paper primarily uses deductive methods of analysis and description, it also defines the general concept of marketing with its functions, as well as its development, trade marketing and the role and influence of the internet on trade marketing. The use of trade marketing is explained through examples. Furthermore, research is being done on how and in what ways the internet affects and can affect consumers, and it is explained how is this reflected in overall trade marketing