ROLE OF INTERNET MARKETING FOR EXPORTING AND NOT EXPORTING COMPANIES (RESULTS OF RECENT COMPANY SURVEY IN LATVIA)

Abstract

The aim of current paper is to analyse the role of internet marketing for exporting and non-exporting companies. Methods used in research: scientific publications studies, survey of companies in Latvia. The survey was conducted from November 2014 to March 2015. The company register data base LURSOFT is used for survey sample creation. A systematic sampling was applied in the survey to guarantee a random selection of units included in the sample. For the analysis of the survey data – descriptive statistical analysis, cross tabulations, Mann-Whitney U test are applied. The companies’ survey results show that exporting companies and non-exporting companies do not use internet marketing properly, the half of companies home page use only as a business card. About 32% of exporting companies and about 19% of non-exporting companies does not sell the products/services on the internet, but customers can order the product in home page. Products/services sell both on the Internet and at points of sale about 25% of exporting companies and about 26% of non-exporting companies. Theoretical findings and empirical research results indicates that internet marketing could be used more efficient in companies to promote and develop expert.

DOI: http://dx.doi.org/10.5755/j01.eis.0.10.16282