A utilização do marketing direto na internet: associado ao e-commerce: análise de caso – livraria saraiva

Abstract

The Internet is a very recent phenomenon in the business world, although there are many businesses on the Web that are poorly structured, it is indisputable that the network represents a good tool, whether in electronic commerce, marketing or communication. Because it is a new medium, even the pioneers in the digital marketplace are in the learning phase. Electronic commerce changes the marketing environment, by creating business products and services online, increasing business and generating new challenges. This work was developed with the goal of providing information on the use of direct online marketing associated with the e-commerce. To do so, provides an analysis on the impact of Internet in the marketing mix. The workis composed by a bibliographic revision, complemented by a case study, by investigating theoretical