MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
business practice. This can be clearly seen in many organizations, where,
based on network structures, exchange of information via electronic
communication is intensiied. Their use is gradually increasing and they
ind their place also in management processes in organizations and in
improving their performance.
Issues that bother managers today:
• How to increase business performance? How to improve
management eficiency?
• How to improve position of the business on the market? How to
improve competitiveness?
• How signiicant is the potential of the market? On which markets
should products be offered?
• How to ensure the reliable suppliers and effectiveness of their
offerings?
• How to gain new customers? What is their potential?
• What is the value of a company and how it can be affected?
• What is the reliability of supplying companies?
• What certainty we have that our customers will pay us?
Company managers are primarily interested in management eficiency
and position of their company on the market. Methods of benchmarking
and comparison of companies have allowed this some time ago, but it
was dificult and strenuous to obtain this information. Standardizing
of selected databases and making them available to businesses via the
Internet, however, helps to improve the business environment and
indirectly affects behaviour of businesses. 1 The publication of data
from inancial statements and making them available to a wide range of
professionals improves the legibility of businesses and their behaviour,
reduces possibilities of corruption and unethical business relationships
and practices. The situation with obtaining marketing information is
similar. These are also quite affordable, especially using the Internet.
Standardizing them into certain groups is, however, more dificult.
Internet media, which also help to obtain the necessary information and
sort them according to established criteria, have their signiicant share
in this.
1 SOVIAR, J., VODÁK, J.: Value network as part of new trends in
communication. In Communications – Scientiic letters of the University of
Žilina, 2012, Vol. 14, No. 2, p. 70.
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