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E-money, New Developments in the Banking Industry and Their Effects on Marketing and Forecasting Practices

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Abstract (2. Language): 
The paper discusses the transition processes in thebanking industry with respect to the technological innovations and the technological developments, more specifically electronic money (e-money) and Internet Banking, and their effects on marketing and forecasting practices. Besides others, particularly these two innovations have many important effects on various aspects of life for both individuals and companies including from theirspending patterns to payment behaviour (for individuals) and from organising their business functions (e.g. marketing) to managerial practices (for companies) (e.g. cash flow forecasting practices). The paper also brieflydiscusses the effects of these financial innovations on the payment system from various standpoints including the transition process from traditional money to e-money, the success of e-money, the change in the demand for traditional money, and the effects of e-money on the banking system. It points out the effects and implications of Internet banking and e-money on marketing and otheroperational activities such as short-term cash flow forecasting as a salesdemand and cash management tool at the same time.



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