Modern trends in commercial marketing in Slovakien companies

• Authors: Štefan Majtán
• Languages of publication: EN

Abstracts

EN

Generally, the most dynamic trend in marketing for the last period is the radical development of information technologies - especially in marketing communications, called internet marketing. This paper presents the results of a survey that provides a comprehensive view on the current situation in Slovak companies according to their internet marketing development process. The introductory part of this paper contains the summary of basic theoretical knowledge about modern internet marketing. We used this knowledge also as a basic basis for the following practical research. We based this research on the assumption that the most significant online marketing tools are Search Engine Marketing, Social Media Marketing, Banner Advertising, Affiliate Marketing, Email Marketing and Viral Marketing. Despite the findings that in several areas of internet marketing Slovak companies are still below the average of modern economies, it becomes clearly recognized modern trend of marketing also in our market environment.

Keywords

EN

Enterprises; Enterprise marketing; Marketing

PL

Marketing; Marketing przedsiębiorstwa Przedsiębiorstwo

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2014
• Volume: 183 cz 2
• Pages: 89-97

Contributors

author

Štefan Majtán

References

• Machková H., Sato A., Zamykalová M.: Mezinárodní obchod a marketing. Grada Publishing, Praha 2002.
• Mohammed R.: Internet marketing: Building Advantage in the Networked Economy. McGraw-Hill/Irwin, New York 2002.
• Stuchlík P., Dvořáček M.: Marketing na Internetu. Grada, Praha 2000.

Identifiers

ISSN

2083-8611