Internetinio marketingo priemonių įtaka pardavimams mažmeninės prekybos atveju
The Influence of Internet Marketing Tools on Sales in Case of Retail Business

Summary/Abstract: Internet marketing is interchanging the traditional one, thus marketers need to evaluate new marketing tools and their influence on the results of a company. Using econometric analysis the authors analysed the case of a retail company and based on this research tried to explain how internet marketing tools influence its sales results. Simple and multiple regressions allowed to see the relationship between sales results and different internet marketing tools. The authors found out that influence of social networks advertisement, search engine advertisement and advertsiment panels showed different statistically significant influence on sales results. Despite the negative impact on sales in case of advertsiment panels, advertsiment on social networks and search engine marketing had positive impact on sales results.

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