Encyclopedia Britannica is one of the most popular encyclopedias in the world, which is renowned worldwide as a reliable source of information. At the same time, the introduction of new technologies, especially information technologies and telecommunications stimulated the wider use of electronic sources of information, while Internet became the main source of information not only for ordinary users but also for researchers and scientists who need accurate and reliable information. In such a situation, the traditional, print format of Encyclopedia Britannica has started to lose its popularity and Encyclopedia Britannica started a new strategy aiming at the expansion of its target market on Internet.
In terms of the new strategy, Encyclopedia Britannica started to provide payable services to users, who needed the information which the encyclopedia could provide to its users. Obviously, this was an essential step from the marketing point of view, because Encyclopedia Britannica needed to keep pace with electronic editions and electronic encyclopedias.
At the same time, the problem of the attraction of customers to the Encyclopedia’s services became a serious challenge because customers were not always ready to pay for services or information, which they could retrieve free of charge from other online encyclopedias. In such a context, the popularity of the brand of Encyclopedia Britannica and the confidence of users in the reliability and accuracy of the information they get from Encyclopedia Britannica played an important role in the successful implementation of the new marketing strategy conducted by Encyclopedia Britannica.
Thus, in conclusion, it should be said that the development of the online version of Encyclopedia Britannica proved to be successful because Encyclopedia Britannica used customers’ loyalty and confidence in services and information provided by the Encyclopedia. On the other hand, the competition Encyclopedia Britannica faces is growing stronger.

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