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In this paper, the authors have critically explored the level of use of internet marketing in the banking industry, conducted an analysis of the current situation, set out the reasons calling for a more comprehensive implementation of internet marketing techniques and identified factors which affect the selection of their optimum combination. For the purposes of this analysis, we have used qualitative research based on a semi-structured in-depth interview. Qualitative research conducted on a sample of 19 representatives of banks. In addition to these type of surveys, an analysis and evaluation of the websites banks was carried out as well, based on the Web Assessment Index (WAI), whereas the Facebook Assessment Index (FAI) method was used for assessing the effects of using Facebook (as the quintessential representative of social networks). The results indicate that internet marketing has vast potential in the banking industry, that the potential of various instruments of internet marketing are not the same and that there are numerous limitations to their implementation banks. This paper aims to use the obtained results to help the banks’ employees and management recognize and consider the potential of internet marketing at a more profound level and properly adapt the selected combination of instruments to different client profiles. The identified barriers to the implementation of this marketing concept in Montenegrin banks may provide a basis for seeking solutions for their removal, and thus, in the final part of the paper, in addition to reflecting on the identified problems, the authors put forward their recommendations and suggestions. Results of the analysis can serve as a literary base for the comparative analysis of this kind in developing countries, such as Montenegro.

This research was aimed at gaining relevant knowledge about the attitudes of Podgorica consumers toward advertising through sport among the question how often they participate in sports activities. The sample included 330 students from Faculty of Economics in Podgorica, divided into six subsample groups: consumers who do not participate in sport activities at all, then consumers who participate in sport activities less than ones a month, next 1–4 a month, 5–10 a month, 11–20 a month, as well as consumers participate in sport activities more than 20 times a month. The sample of variables contained the system of three general attitudes which were modelled by seven-point Likert scale. The results of the measuring were analyzed by multivariate analysis (MANOVA) and univariate analysis (ANOVA) and Post Hoc test. Based on the statistical analyses it was found that significant differences occur at multivariate level, as well as between all three variables at a significance level of p=.000. Hence, it is interesting to highlight that it was found there are significant differences showed up between the consumers who participate in various sports activities. The significant differences were found in one of three variables, while the consumers who participate less than 4 times a moths had much more negative attitudes toward advertising though sport.

the present study deals with a more detailed, and updated, modified model that allows for the identification of internet usage patterns by gender. The model was modified due to the development of the internet and new access models, on the one hand, and to the fact that previous studies mainly focuses on various individual (non-interactive) influences of certain factors, on the other. The Decision Tree (DT) method, which is used in our study, does not require a pre-defined underlying relationship. In addition, the method allows a great many explanatory variables to be processed and the most important variables are easy to identify. Obtained results can serve as to web developers and designers, since by indicating the differences between male and female internet users in terms of their behaviour on the internet it can help in deciding when, where and how to address and appeal to which section of the user base. It is especially important to know their online preferences in order to enable the adequate and targeted placement of information, actions or products and services for the intended target groups.

In this paper, the authors have critically explored the level of use of internet marketing in the banking industry, conducted an analysis of the current situation, set out the reasons calling for a more comprehensive implementation of internet marketing techniques and identified factors which affect the selection of their optimum combination. For the purposes of this analysis, we have used qualitative research based on a semi-structured in-depth interview. Qualitative research conducted on a sample of 19 representatives of banks. In addition to these type of surveys, an analysis and evaluation of the websites banks was carried out as well, based on the Web Assessment Index (WAI), whereas the Facebook Assessment Index (FAI) method was used for assessing the effects of using Facebook (as the quintessential representative of social networks). The results indicate that internet marketing has vast potential in the banking industry, that the potential of various instruments of internet marketing are not the same and that there are numerous limitations to their implementation banks. This paper aims to use the obtained results to help the banks’ employees and management recognize and consider the potential of internet marketing at a more profound level and properly adapt the selected combination of instruments to different client profiles. The identified barriers to the implementation of this marketing concept in Montenegrin banks may provide a basis for seeking solutions for their removal, and thus, in the final part of the paper, in addition to reflecting on the identified problems, the authors put forward their recommendations and suggestions. Results of the analysis can serve as a literary base for the comparative analysis of this kind in developing countries, such as Montenegro., U ovom radu autori su kritički istraživali razinu korištenja internet marketinga u bankarskoj industriji, proveli analizu trenutačne situacije, postavili razloge koji zahtijevaju sveobuhvatniju implementaciju internetskih marketinških tehnika i identificiranih čimbenika koji utječu na odabir njihove optimalne kombinacije. Za potrebe ove analize koristili smo kvalitativno istraživanje temeljeno na polustrukturiranom dubinskom intervjuu. Kvalitativno istraživanje provedeno je na uzorku od 19 predstavnika banaka. Uz ove vrste anketa provedena je analiza i evaluacija banaka web stranica, temeljena na indeksu procjene weba (WAI), dok je metoda Facebook procjene procjene (FAI) korištena za procjenu učinaka upotrebe Facebooka (kao suštinskog predstavnika društvenih mreža). Rezultati pokazuju da internet marketing ima ogroman potencijal u bankarskoj industriji, da potencijal različitih instrumenata internet marketinga nije isti i da postoje brojna ograničenja za njihovu implementaciju u bankama. Ovaj rad ima za cilj koristiti dobivene rezultate kako bi zaposlenicima i menadžmentu banaka prepoznali i razmotrili potencijal internet marketinga na dubljoj razini te pravilno prilagodili odabranu kombinaciju instrumenata na različite profile klijenata. Identificirane prepreke provedbi ovog marketinškog koncepta u crnogorskim bankama mogu pružiti osnovu za traženje rješenja za njihovo uklanjanje, pa će u konačnom dijelu rada, osim razmišljanja o identificiranim problemima, autori predočiti svoje preporuke i prijedloge. Rezultati analize mogu poslužiti kao literarna baza za usporednu analizu ove vrste u zemljama u razvoju, kao što je Crna Gora.

The main goal of this chapter is to show what changes occur in case of accelerated issuance and use of private digital money. Respectively, in this work the authors analysed an environment that would arise in the case of parallel use of private and public electronic money. The analysis was carried out for the case of Montenegro.

E-business brings with it fundamental changes in the process of doing business, organization and management. In this paper the new company's performance and management challenges in the modern, electronic environment. The phenomenon of new ways pslovanja and management increasingly is a prerequisite for successful business in the global market, increasing competition and the use of new resources that information technology provides. The process of management in electronic environment develop intellectual capabilities, conceptual and operational management in his role and use, but also affects the fundamental changes in human and business activities. Knowledge and information are key resources of information economy and the role of top management changes and has more emphasis on cooperation and managing people, and create value through the company's knowledge management process.