Online-Marketing as an instrument of a modern marketing strategy forGerman dairy companies

摘要

In this contribution the main criteria influencing the online-marketing activities and internet performance of German dairy companies are discussed. As a methodological approach to enable a precise and more efficient internet positioning, the 4C-Modelof Graf can be employed. A web site can positioned between the two opposite poles information and emotion. Furthermore, the involvement of the products or services influences the positioning of a company. How well German dairy companies perform in the new medium internet was analysed in a comparative study of which the main results are presented in this article.