Internet as a new market: The impact of cultural and technological factors on e-commerce
1st Supervisor: Prof. Dr. Joachim P. Hasebrook (ISNM)
2nd Supervisor: Hans von Sichart (ISNM)
This thesis is an attempt to research cultural and technological factors influencing the development of e-commerce by the example of Russian speaking part of the Internet. The other goal of the thesis is to research the marketing in the Internet and the effectivity of advertisement in the Internet. First chapter of the thesis describes theoretical basis of marketing. In particular, functions, tasks, goals, and types of international marketing are shown. In addition, the concept about main principles of marketing activity is given. In the second chapter, the Internet is considered as a subject and mean of marketing. It is explained, why and how to use opportunities of the Internet in international marketing. The same chapter shows the problems of international marketing in the Internet. One section of the second chapter is devoted to the advertising in the Internet. The third chapter of the thesis present a case study of the Russian ecommerce market with a focus on the impact of cultural and technological factors on the development of the Russian e-commerce market.