Use of Internet marketing among consumer goods companies in Serbia

Serbia is among those economies of South East Europe where the transition process has been of slower pace, measured both in terms of macroeconomic indicators and the acceptance of market oriented behavior of local companies. However, in the last decade, marketing practices have been increasing among domestic enterprises. Along with the acceptance of marketing philosophy and increasing use of traditional promotion tools, Serbian companies have embraced on-line promotion opportunities as an integral part of their marketing communications. Research has been conducted to reveal Internet marketing practices among local consumer goods and services (B-to-C) companies. The companies included in the research were tracked on Internet to measure their on-line marketing practices. After the overall presence of 100 sample companies was measured, the sample was stratified into socially/state owned, private and mixed companies to check if there are any differences among these groups. Additionally, the sample was stratified into large and small and medium sized companies (SME's) and tested. Both tests have revealed that we may not speak of statistically significant difference among the given groups of companies according to their Internet marketing practices.