Aleksandar Grubor and
Olja Jakša

University of Novi Sad - Faculty of Economics in Subotica
Subotica, Republic of Serbia

INDECS 16(2), 265-274, 2018
DOI 10.7906/indecs.16.2.6
Full text available here.

Received: 27 November 2017.
Accepted: 9 May 2018.
Regular article


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.


internet marketing, digital marketing, online marketing, online consumer


JEL:M31, L89

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