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What is Interactive Marketing Communication

Chapter 12
Navigating Digital Communication and Challenges for Organizations
Communication based on dialogue and free exchange of information through modern communication technologies and internet marketing tools.
Published in Chapter:
Internet Marketing: Factor of Improving SME Business in Serbia
Ivana S. Domazet (Institute of Economic Sciences, Belgrade, Serbia) and Marija Lazarević-Moravčević (Institute of Economic Sciences, Belgrade, Serbia)
Copyright: © 2022 |Pages: 21
DOI: 10.4018/978-1-7998-9790-3.ch012
Abstract
This chapter aims to analyze the presence of modern technology solutions in the marketing communication of small and medium enterprises (SMEs) in Serbia. The chapter points out the role of information and communication technology in business improvement and identifies certain issues faced by the SME sector in Serbia, which, among other things, hinder the implementation of modern communication forms. The chapter examines the representation of modern approaches in the marketing communication of SMEs in Serbia and in the form of proposals offers certain solutions for their more effective and efficient implementation. The findings presented in this chapter can contribute to improved SME marketing communication practices and accelerate the transformation of their business from a physical to an online environment.
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