ANALYTICAL VIEW ON USING WEBLOG AS A TOOL OF MARKETING MANAGEMENT.

This paper discusses the issue of the use of blog as a modern marketing management tool on the selected European virtual market. The paper defines basic concepts and context with the subsequent analysis of major players operating on this market. In the context of findings based on the analysis, recommendations for subjects - organizations and individuals planning to use or using blogs as a modern tool of marketing communication to increase their visibility and improve their reputation on the virtual market - are then drawn. [ABSTRACT FROM AUTHOR]