E-COMMERCE AS A MODERN PARADIGM OF FORMATION AND USE OF MARKETING TOOLS
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F22%3A43967102" target="_blank" >RIV/49777513:23510/22:43967102 - isvavai.cz</a>
Result on the web
<a href="https://drive.google.com/drive/folders/10xWuvH9BJLhsJy4Bu8jhQAKjJ8MhAZZD" target="_blank" >https://drive.google.com/drive/folders/10xWuvH9BJLhsJy4Bu8jhQAKjJ8MhAZZD</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.24132/jbt.2022.12.2.88_100" target="_blank" >10.24132/jbt.2022.12.2.88_100</a>
Alternative languages
Result language
angličtina
Original language name
E-COMMERCE AS A MODERN PARADIGM OF FORMATION AND USE OF MARKETING TOOLS
Original language description
E-commerce is a big part of the economy and is extremely important for businesses that sell their products or services online. Thanks to e-commerce, businesses have the opportunity to reach more customers, because, due to the current global economic challenges, quite a lot of people shop online, it is the fastest-growing retail market. Therefore, digital marketing allows businesses to expand their target market and increase sales of products or services and the effectiveness of communications with their customers. In this article, we considered the theoretical aspects and main types of e-commerce, researched the marketing tools, and analyzed the development trends and the basis of digitalization, the accelerated development of which was mostly caused by the Covid-19 pandemic, during which e-commerce and retail trade played an important role both for the economy and for society as a whole. On the basis of the conducted study of e-commerce in European countries, enterprises are offered to expand various types of digital activities, implement digital innovations and rethink interaction and communication with consumers.
Czech name
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Czech description
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Classification
Type
J<sub>ost</sub> - Miscellaneous article in a specialist periodical
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Trendy v podnikání
ISSN
1805-0603
e-ISSN
2788-0079
Volume of the periodical
12
Issue of the periodical within the volume
2
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
13
Pages from-to
88-100
UT code for WoS article
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EID of the result in the Scopus database
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