Abstract:
The development of communication-information technology has led to the
transfer of the communication process to a virtual environment influencing
while at the same time providing an opportunity and a challenge for the
development of marketing strategies. This article presents a literary overview
aimed at clarifying key concepts and processes related to transformations
in internet marketing, and systematizing definitions functioning in that field
of science. As a part of the analysis, the article includes a case study of an
internet marketing communication tool, and one of the major virtual tourist
agents, Booking.com.