Management Preferences in Performance-Based Online Marketing
The ability to directly measure the results of internet marketing has transformed marketing models. For a long
while it would be important for the companies to be able to measure marketing activities precisely and it has become
possible thanks to internet technology, with its ability to track advertising all the way to the sale. On the internet, marketers
know which advertising works, and which does not. Now smart marketing pays only for advertising that provides a positive
return on investment. Who can measure the effectiveness of advertising, can now demand the true value of their audiences.
Nevertheless, the question arises, how managers accept these instruments. Do they utilize their opportunities properly?
Keywords - Performance-based Marketing, Management, Expert Interviews.