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The research focuses on the application of the Internet in three major areas: sales, purchasing and advertising, which, from a marketing point of view, are the most relevant activities in a company. It is argued that by the end of the 1990s in Hungary Internet-related business activities had become new and increasingly important areas of competition - and this observation holds even though the penetration of the Internet amongst the Hungarian population remains low, so that consumer fears are major obstacles to the more widespread use of this type of media. In this research, the "supply side" of business activities is investigated - that is, companies. In this article (which relies on a large-scale representative national survey carried out in 2000), there will first of all be provided an overview of the intensity of Internet usage among Hungarian companies in relation to marketing activity. Second, based on cutting-edge international literature, the possible factors in the model which determine Internet usage in companies' purchasing, sales and advertising activities will be outlined. Finally, there is an empirical testing of the given model on a representative sample of Hungarian companies.
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/api/publication/2150991
<div class="JournalArticle Publication short-list"> <div class="authors"> <span class="author-name" mtid="10008384"> <a href="/gui2/?type=authors&mode=browse&sel=10008384" target="_blank">Berács, József</a> </span> <span class="author-type"> </span> ; <span class="author-name" mtid="10000157"> <a href="/gui2/?type=authors&mode=browse&sel=10000157" target="_blank">Keszey, Tamara</a> </span> <span class="author-type"> </span> ; <span class="author-name" > Sajtos, László </span> <span class="author-type"> </span> </div ><div class="title"><a href="/gui2/?mode=browse¶ms=publication;2150991" mtid="2150991" target="_blank">The role and determinants of electronic commerce and on-line advertising within corporate activity</a></div> <div class="pub-info"> <span class="journal-title">ACTA OECONOMICA</span> <span class="journal-volume">53</span> : <span class="journal-issue">4</span> <span class="page"> pp. 401-427. , 27 p. </span> <span class="year">(2003)</span> </div> <div class="pub-end"><div class="identifier-list"> <span class="identifiers"> <span class="id identifier oa_none" title="none"> <a style="color:blue" title="10.1556/AOecon.53.2003.4.4" target="_blank" href="https://doi.org/10.1556/AOecon.53.2003.4.4"> DOI </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:blue" title="0346038909" target="_blank" href="http://www.scopus.com/record/display.url?origin=inward&eid=2-s2.0-0346038909"> Scopus </a> </span> </span> </div> <div class="short-pub-prop-list"> <span class="deleted-record">Zárolt</span> <span class="short-pub-mtid"> Közlemény:2150991 </span> <span class="status-holder"><span class="status-data status-ADMIN_APPROVED"> Admin láttamozott </span></span> <span class="pub-core">Forrás Idéző </span> <span class="pub-type">Folyóiratcikk (Szakcikk ) </span> <!-- && !record.category.scientific --> <span class="pub-category">Tudományos</span> <div class="publication-citation" style="margin-left: 0.5cm;"> <span title="Nyilvános idézőközlemények összesen, említések nélkül" class="citingPub-count">Nyilvános idéző összesen: 5</span> | Független: 3 | Függő: 2 | Nem jelölt: 0 </div> </div> </div> </div><div class="JournalArticle Publication long-list">
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<div class="autype autype0"> <span class="author-name" mtid="10008384"><a
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<span class="author-affil"><span title="Budapesti Corvinus Egyetem">BCE</span>/<span title="Gazdálkodástudományi Kar">GK</span>/<span title="Marketing és Média Intézet">MMI</span>/Marketing Tanszék</span>
;
<span class="author-name" mtid="10000157"><a
href="/gui2/?type=authors&mode=browse&sel=10000157" target="_blank">Keszey Tamara
(<span class="authorship-author-name">Keszey Tamara</span>
<span class="authorAux-mtmt"> Marketing</span>)
</a>
</span>
<span class="author-affil"><span title="Budapesti Corvinus Egyetem">BCE</span>/<span title="Gazdálkodástudományi Kar">GK</span>/<span title="Marketing és Média Intézet">MMI</span>/Marketing Tanszék</span>
;
<span class="author-name" >Sajtos László
</span>
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</div>
<div class="title"><a href="/gui2/?mode=browse¶ms=publication;2150991" target="_blank">The role and determinants of electronic commerce and on-line advertising within corporate activity</a></div> <div> <span class="journal-title">ACTA OECONOMICA</span>
<span class="journal-issn">(<a target="_blank" href="https://portal.issn.org/resource/ISSN/0001-6373">0001-6373</a> <a target="_blank" href="https://portal.issn.org/resource/ISSN/1588-2659">1588-2659</a>)</span>:
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<span class="page">
pp 401-427
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<a style="color:blue" title="10.1556/AOecon.53.2003.4.4" target="_blank" href="https://doi.org/10.1556/AOecon.53.2003.4.4">
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<a style="color:blue" title="0346038909" target="_blank" href="http://www.scopus.com/record/display.url?origin=inward&eid=2-s2.0-0346038909">
Scopus
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<div class="publication-citation" style="margin-left: 0.5cm;">
<span title="Nyilvános idézőközlemények összesen, említések nélkül" class="citingPub-count">Nyilvános idéző összesen: 5</span>
| Független: 3
| Függő: 2
| Nem jelölt: 0
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Idézett közlemények száma: 4
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<div class="mtid"><span class="long-pub-mtid">Közlemény: 2150991</span>
| <span class="status-data status-ADMIN_APPROVED"> Admin láttamozott
</span>
<span class="oldId">Régi azonosító: 2150991</span> |
Forrás Idéző
| <span class="type-subtype">Folyóiratcikk
( Szakcikk
)
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| <span class="pub-category">Tudományos</span>
| <span class="publication-sourceOfData">Scopus</span>
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<div class="lastModified">Utolsó módosítás: 2022.10.03. 08:45 Demecs Éva (BCE 4 admin)
</div>
<div class="lockedBy">Ideiglenesen zárolva 2022.12.12. 08:22 Mikola Katalin (MTMT 3, admin)
</div>
<pre class="comment" style="margin-top: 0; margin-bottom: 0;"><u>Megjegyzés</u>: Megjegyzés-27006997
Hivatkozás: 403. oldalon
Megjegyzés-24205900
Hivatkozás a mű 403. és 407. oldalán.</pre>
</div></div>