Summary
Marketing experts have been delighted to hear that a new kind of media has evolved. A new sales and communication tool has appeared in the currently overcrowded supply chain that is only partly exploited with regard to its capacity. The researchers in thi field have become rapidly aware of the importance of the internet, which is not merely a simple technical innovation, but a tool and attitude in a business, restructuring the existing business models, and opening a channel towards the globalisation of sales and communication.
In Hungary domestic and international books have been published continuously one after the other, dealing mostly with the technological aspects of the internet. The analysis of business applications, on the other hand, have not been made public to such a wide extent, with the exception of a few American books that have been translated and made available in Hungary.
Lecturers in different universities and colleges, interested in the implementation and applications of internet have developed and started to teach subjects under different titles (internet marketing, online marketing, digital business etc.) in the last few years.
Regarding the programs of higher education, however, it has turned out that a Hungarian specialized textbook would be necessary to be published. Such a book would include the traditional techniques that describe particular applications, along with summarizing and systematizing the theoretical and methodological results of the current and the currently developing research areas and it would also provide orientation for those interested in the topic.
Writing our book, we tried to meet the above requirements. We intended this book first of all for students ( in business schools), but on the other hand we compiled the factual material in it in a way that anyone interested in e-business could find useful and practical advice.
The book is consisting of nine chapters:
1. The Internet and the Society
Appearance of the Online Technology in Business
Spreading of the Internet
The Electronic Babel Tower
Business Use of the Internet Worldwide and in Hungary
2. The Online Marketing
Changes in the Marketing Approach
The Product in the Virtual Space
Pricing
The Extended Marketing Mix in Online Environment
3. The Internet as Communication Channel
Theoretical Aspects of the Online Communication
Advertising
Public Relations
4. The Internet as Distribution Channel
The New Distribution System
The Value Chain
Retailing
Payment Flows, Financing
Multiple Channel System
5. Marketing Research in Online Environment
6. The New Economy
Theory and Concepts
E-Business Management
7. E-Business and E-Commerce
Participants of the E-Business
International and Domestic Tendencies
8. E-Business and Enterprises
Different Levels of E-Business
Effects on Enterprise Management Processes
Planning and Introducing the E-Business
9. Strategic Questions of Online Marketing
Market Segmentation of the Online Users
Online Marketing Strategies
Viral Marketing
The Mutable Laws of the Online Marketing
Glossary
References
The ONLINE M@RKETING book website
Merely having the printed version of the book at hand would not be enough as we live and work in a dynamically changing world and our research topic needs to be updated continuously.
This is why we decided to set up, for first time in Hungary, the online website of this book parallel with the publication of the printed version.
We intend to use this channel to provide some more additional information related to our topics (news, recommended literature, interesting web-sites, links etc). The other aim of this site is to promote our book, which will hopefully also attract more visitors than earlier.
We have also paid attention to our colleagues needs. The lecturers and teachers - after registration - would be able to use case studies and a teacher's manual, which would include Microsoft Power Point presentations and slides for each chapter of the book.
We have made an effort to build up a useful web-site and a quality compilation. We are looking forward to your favorable feedback and comments.
István Eszes Ph.D.
Professor of International Marketing
Budapest Business School
ieszes@kkf.hu
Edit Bányai
Associate Professor of Marketing
University of Pécs
edit@ktk.pte.hu
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