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Internet core and periphery from a marketing communications perspectiveKropivnik, Samo ; Kejžar, Nataša, 1976-In this article, traditional approaches to Internet metrics are upgraded as part of a lengthy study with insights reached by utilising network analysis methods to improve understanding of ... conventional reach figures. Groups of structurally equivalent sites and browsing probabilities show relations between websitesʼ audiences and provide information missing in reach figures. A synergetic interpretation of both types of information enables more sophisticated marketing communications planning in the Internet. A national network of competing commercial sites is analysed as a case study.Source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 48, št. 6, nov.-dec. 2011, str. 1663-1675, 1713-1714)Type of material - article, component partPublish date - 2011Language - englishCOBISS.SI-ID - 30888285
Author
Kropivnik, Samo |
Kejžar, Nataša, 1976-
Topics
Tržno komuniciranje |
Marketing communication |
Internet |
Internet |
Analiza omrežij |
Network analysis
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source: Teorija in praksa : revija za družbena vprašanja. - ISSN 0040-3598 (Letn. 48, št. 6, nov.-dec. 2011, str. 1663-1675, 1713-1714)
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Kropivnik, Samo | 11482 |
Kejžar, Nataša, 1976- | 24344 |
Source: Personal bibliographies
and: SICRIS
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