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  1. 2 Studia Ekonomiczne

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  1. 1 Bajdak A.

  2. 1 Majtán Š.

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  1. 1 2014

  2. 1 2013

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Modern trends in commercial marketing in Slovakien companies

100%
Majtán Š.
Studia Ekonomiczne
|
2014
|
vol. 183 cz 2
89-97
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.
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Komunikacja marketingowa przedsiębiorstw a budowanie relacji z podmiotami otoczenia na rynkach zagranicznych

72%
Bajdak A.
Studia Ekonomiczne
|
2013
|
vol. 140
42-56
EN
Benefits from the firm internationalization depends on skills to build up the long-term relationships with the different subjects of surroundings. Marketing communication plays an important role in business operations on foreign markets. Its tasks are associated not only with the phase of entering the foreign market, but also for the permanent presence. Marketing communication is considered one of the most important factors for establishing and maintaining business relationships with customers and other subjects of surroundings.
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