THE SIGNIFICANCE OF THE INTERNET FOR MARKETING ACTIVITIES IN DOING BUSINESS : Graduate paper

Razvoj moderne tehnologije uvelike je utjecao na sve sfere ljudskoga života, a u današnjem vremenu osobito na način na koji komuniciramo. Internet se tako, kojega smatramo osnovom suvremene elektroničke komunikacije, implementirao u svakodnevicu čovječanstva od sedamdesetih godina 20. stoljeća sve do danas. Razvoj tehnologije odrazio se i na poslovanje koje se nekoć odvijalo fizički, a u današnje doba svjedočimo njegovu sve češćem virtualnom obliku. Marketing, koji se u literaturi tumači kao profitabilno udovoljavanje potrebama, u dvadesetom, a osobito 21. stoljeću dobiva predznak E. Marketinški se stručnjaci tako suočavaju s brojnim izazovima koji iziskuju pažljivo planiranje i provedbu uz pomoć najmodernijih instrumenata i tehnika, a kako bi što uspješnije odgovorili potrebama tržišta i klijenata kojima je sve na dohvat ruke, odnosno „klika“ – kupci vrlo jednostavno dolaze do željenih proizvoda ili usluga. S ciljem ispitivanja važnosti interneta u marketinškim aktivnostima u procesu poslovanja, ali i učestalosti i svrsi korištenja interneta te online kupovini, provedeno je istraživanje na uzorku od 265 ispitanika. Rezultati ukazuju na izrazitu važnost interneta u marketinškim aktivnostima u procesu poslovanja, kao i na neupitnu ulogu interneta u životu današnjega čovječanstva – čak 99,7% ispitanika navelo je kako internet koristi svakodnevno, dok se njih 87,9% izjasnilo afirmativno kada je riječ o kupovini putem interneta, ali i snažnom utjecaju internet oglašavanja na njihovu odluku o kupovini određenog proizvoda ili usluge, kako u online, tako i u fizičkom smislu.The development of modern technology has significantly influenced all spheres of human life, and nowadays, especially the way we communicate. The Internet, which is the basis of modern electronic communication, has become implemented in our everyday lives from the 1970s. Technological development has also affected the business practice that initially took place in person, while nowadays, we witness its ever more frequent virtual form. Marketing, which in the literature is interpreted as meeting needs profitably, is in the 20th, and especially the 21st century named e-marketing. Thus, marketing professionals face many challenges that require careful planning and implementation with the help of modern tools and techniques. To meet the needs of the market as well as the customers who have everything available, customers easily get the desired products or services. To examine the significance of the Internet in marketing activities in doing business, but also the frequency and purpose of Internet use and online shopping, a survey was conducted on a sample of 265 respondents. The results indicate the extreme importance of the Internet for marketing activities in doing business, as well as the unquestionable role of the Internet in our lives. As many as 99.7% of respondents mentioned their daily use of the Internet. In comparison, 87.9% mentioned that they practice online shopping, but also how internet advertising strongly influences their decision to buy a particular product or service, both online and in person