https://m2.mtmt.hu/ hun 2026-06-27 16:56 BookChapter 33995410 ADMIN_APPROVED true 0 false 2026-03-02T15:36:13.728+0000 2024-02-16T12:02:21.591+0000 2023-06-05T19:56:09.334+0000 true 10040467 Katona Norbert István /api/author/10040467 Author true 10040467 2026-03-01T11:26:10.658+0000 2026-03-01T11:26:10.658+0000 2024-02-16T12:02:21.598+0000 true 10037617 Medgyesi Erika /api/admin/10037617 Admin true 10037617 true false true 25 25 /api/publicationtype/25 PublicationType 2 true 25 BookChapter true 10000312 Conference paper true 25 25 /api/publicationtype/25 PublicationType 2 true 25 BookChapter /api/subtype/10000312 Konferenciaközlemény SubType 228 true 10000312 true 1 /api/category/1 Category true 1 Katona, Norbert Strategic Marketing Trends of 2023 in Hungary Sensitivity, Flexibility, and Integrated Solutions Are Desperately Needed 510 516 510 7 2023 The classic tasks of functional strategies are, on the one hand, to support the achievement of company and business objectives with a professional toolkit, and on the other hand, to guide and coordinate the tools, actors, and stakeholders of the functional area. At first level, this study examines what effects and trends those working in the marketing and communication functional area could be identified in today's highly variable natural, economic, and social (more precisely consumer) environment and how all these affect the company's target system, the periodic goals of the functional area, and its activity and device system. The investigation fits into a series of research that is carried out regularly for years on, which the Hungarian Marketing Association (HMA) conducts by interviewing marketing and communication decision-makers representing domestic and international brands among its members of large corporation level. At the beginning of each calendar year, for the seventh year now, the professional organization assesses what defining trends the professional decision-makers experience in their field, based on which they update and fine-tune their functional strategy. The research is usually conducted with the help of a discussion group methodology based on a cognitive approach. In January of this year, a total of 12 marketing and communication organizational leaders discussed their opinions on the topic, along a pre-compiled guideline, which primarily aimed to identify and clarify the defining functional strategic trends of the Hungarian market. The participants represented the FMCG, gaming, telecommunication, retail, banking, and service markets, while half of them represented global market players operating in Hungary. The guideline was based on an extensive, current literature review and a preliminary gathering of trends. Based on the discussion, the following five focus areas were determined, which strongly effect the current strategic direction of marketing and communication functions: value-based business decisions, the priority role of inshore or offshore services, the responsible construction and management of data assets, the role of creativity in day-by-day solutions at different levels, and finally the stability of the company and brands. In addition to this, the decision-makers emphasized the strategic function of marketing, since the power of brand value and mental availability play an even more important role than before when consumers decide which products are included in and out of customer basket of offline or online channels. In addition to their immediate practical applicability, the results can also form the basis of further, more extensive, quantitative research, as well. true INTERNATIONAL 2023 true true true true true false NONE 2026-03-02 false 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 false false false false 2023-09-03T19:56:09.863+0000 Marketing és Üzleti Kommunikáció Tanszék (NJE / GTK) 1 13 1 1 0 true 569 true 10002 English /api/language/10002 Angol Language true 2 true 10009 Serbian /api/language/10009 Szerb Language true 9 false true 15586 true 10015 /api/country/10015 Country true 9 /api/city/15586 City true 10007124 true 23722367 IDENTICAL /api/publicationidentifier/23722367 https://doi.org/10.46541/978-86-7233-416-6 10.46541/978-86-7233-416-6 PublicationIdentifier true 6 DOI https://doi.org/@@@ /api/publicationsource/6 DOI PlainSource true true 10001 /api/publicationsourcetype/10001 PublicationSourceType true true 6 true false true 23722368 /api/publicationidentifier/23722368 https://www.worldcat.org/search?q=isbn%3A9788672334166 9788672334166 PublicationIdentifier true 122 ISBN https://www.worldcat.org/search?q=isbn%3A@@@ /api/publicationsource/122 ISBN PlainSource true true 10002 /api/publicationsourcetype/10002 PublicationSourceType true false 122 true false true 29921845 IDENTICAL /api/publicationidentifier/29921845 https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf PublicationIdentifier true 39 Full text @@@ /api/publicationsource/39 Teljes dokumentum PlainSource true true 10006 /api/publicationsourcetype/10006 PublicationSourceType true true 39 true false true 29921846 /api/publicationidentifier/29921846 https://www.ef.uns.ac.rs/sm2023/#publications https://www.ef.uns.ac.rs/sm2023/#publications PublicationIdentifier true 40 Other URL @@@ /api/publicationsource/40 Egyéb URL PlainSource true true 10006 /api/publicationsourcetype/10006 PublicationSourceType true true 40 true false /api/publication/33881618 true true 23 23 /api/publicationtype/23 PublicationType 3 true 23 Book Proceedings of the 28th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management false false 33881618 false true true true true 10000144 Conference proceedings true 23 23 /api/publicationtype/23 PublicationType 3 true 23 Book /api/subtype/10000144 Konferenciakötet SubType 345 true 10000144 false Book 2023 true 1 /api/category/1 Category true 1 false Language 10002 /api/language/10002 Angol English true 2 true PersonAuthorship 108871939 /api/authorship/108871939 1 1.0 true false Author 10040467 /api/author/10040467 Katona Norbert István true 10040467 true Katona Norbert true false false AuthorshipType 1 /api/authorshiptype/1 0 true 0 true false true PublicationIdentifier 25423903 /api/publicationidentifier/25423903 PlainSource 6 /api/publicationsource/6 PublicationSourceType 10001 /api/publicationsourcetype/10001 true true true DOI DOI https://doi.org/@@@ true true 6 true 10.46541/978-86-7233-416-6_65 https://doi.org/10.46541/978-86-7233-416-6_65 false true PublicationIdentifier 25423902 /api/publicationidentifier/25423902 PlainSource 40 /api/publicationsource/40 PublicationSourceType 10006 /api/publicationsourcetype/10006 true true true Egyéb URL Other URL @@@ true true 40 true https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf false true /api/publication/33995410 <div class="BookChapter Publication long-list"> <div class="authors"> <img title="Forrásközlemény" style="float: left" src="/frontend/resources/grid/publication-core-icon.png"> <div class="autype autype0"> <span class="author-name" mtid="10040467"><a href="/gui2/?type=authors&mode=browse&sel=10040467" target="_blank">Katona Norbert (<span class="authorship-author-name">Katona Norbert István</span> <span class="authorAux-mtmt"> gazdaságtudományok</span>) </a> </span> <span class="author-affil"><span title="Neumann János Egyetem">NJE</span>/<span title="Gazdaságtudományi Kar">GTK</span>/Marketing és Üzleti Kommunikáció Tanszék</span> </div> </div> <div class="title"><a href="/gui2/?mode=browse&params=publication;33995410" target="_blank">Strategic Marketing Trends of 2023 in Hungary : Sensitivity, Flexibility, and Integrated Solutions Are Desperately Needed.</a></div> <div class="InBook"><div class="chapter-in">In:</div> <div class="authors"> <div class="autype autype-1"> <span class="author-affil">University of Novi Sad</span> (szerk.) </div> </div> <div class="booktitle"><a href="/gui2/?mode=browse&params=publication;33881618" target="_blank">Proceedings of the 28th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management </a></div> <div class="conference"> Konferencia helye, ideje: <span class="location">Subotica, Szerbia <span class="conference-date">2023.05.18. - 2023.05.19.</span> </div> <span class="publishedAt">Szabadka: <span class="publishers">University of Novi Sad, Faculty of Economics in Subotica</span>, <span class="page"> pp 510-516 </span> <span class="year">(2023)</span> </div> <div class="pub-footer"> <span class="language" xmlns="http://www.w3.org/1999/html">Nyelv: Angol | </span> <span class="identifiers"> <span class="id identifier oa_none" title="none"> <a style="color:black" title="10.46541/978-86-7233-416-6_65" target="_blank" href="https://doi.org/10.46541/978-86-7233-416-6_65"> DOI </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:black" title="https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf" target="_blank" href="https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf"> Egyéb URL </a> </span> </span> <span class="bookchapter-ids">Befoglaló link(ek):</span> <span class="identifiers"> <span class="id identifier oa_none" title="none"> <a style="color:blue" title="10.46541/978-86-7233-416-6" target="_blank" href="https://doi.org/10.46541/978-86-7233-416-6"> DOI </a> </span> <span class="id identifier oa_none" title="none"> <span class="isbnOrIssn"> ISBN: </span> <a style="color:black" title="9788672334166" target="_blank" href="https://www.worldcat.org/search?q=isbn%3A9788672334166"> 9788672334166 </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:blue" title="https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf" target="_blank" href="https://www.ef.uns.ac.rs/sm2023/download/SM2023-proceedings.pdf"> Teljes dokumentum </a> </span> <span class="id identifier oa_none" title="none"> <a style="color:black" title="https://www.ef.uns.ac.rs/sm2023/#publications" target="_blank" href="https://www.ef.uns.ac.rs/sm2023/#publications"> Egyéb URL </a> </span> </span> <div class="mtid"><span class="long-pub-mtid">Közlemény: 33995410</span> | <span class="status-data status-ADMIN_APPROVED"> Admin láttamozott </span> <span class="long-book-mtid">Befoglaló: 33881618</span> Forrás | <span class="type-subtype">Könyvrészlet ( Konferenciaközlemény ) </span> | <span class="pub-category">Tudományos</span> | <span class="publication-sourceOfData">kézi felvitel</span> </div> <div class="lastModified">Utolsó módosítás: 2024.02.16. 13:02 Medgyesi Erika (NJE admin 5) </div> </div> </div>