A survey of internet marketing by small and medium-sized enterprises for placing wine on the market

This paper presented a survey of models for possible aspects of Internet marketing and online advertising. The aim of the survey was to improve the business of enterprises engaged in the wine production and wine marketing with special emphasis on the improvement of the sales process. By using the most recent literature and the data obtained, the survey deal with the Internet advertising, the advantages and disadvantages of the Internet as an advertising medium, the use of online advertising in the world and forms of internet advertising. Afterwards, the factors that influence the procurement of wine, as well as influential factors for making decisions on the purchase of certain wine varieties were examined. Decision-making process of consumers when buying wine was investigated as well. The paper consists of theoretical and empirical parts. The first part discusses the general overview of winemaking in the world. In the empirical part, the attitudes of consumers and managers of several wineries were examined, which are related to the application of internet marketing in the wine industry with key findings and new opportunities in the promotion of wine.