The use of marketing management tools in e-commerce
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43310%2F15%3A43907028" target="_blank" >RIV/62156489:43310/15:43907028 - isvavai.cz</a>
Result on the web
<a href="http://acta.mendelu.cz/media/pdf/actaun_2015063010303.pdf" target="_blank" >http://acta.mendelu.cz/media/pdf/actaun_2015063010303.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.11118/actaun201563010303" target="_blank" >10.11118/actaun201563010303</a>
Alternative languages
Result language
angličtina
Original language name
The use of marketing management tools in e-commerce
Original language description
Marketing management increasingly occupies an important position in the world of business as well as in the sphere of e-commerce. However, some companies underestimate the importance of marketing support. This paper focuses on the e-commerce marketing management and its importance that is currently in theory and practice underestimated. Based on the analysis of the current state, synthesis of knowledge are literature research, quantitative survey was conducted using questionnaires, which aims to determine the use of marketing management tools, weaknesses and effectiveness of the marketing management concept among Internet companies, focusing on online retailing. The results of the survey reject or not reject the hypotheses (by the Pearson's ?2-test ofindependence, the Chi-square test, Friedman test, Nemenyi test of multiple comparisons and the Wilcoxon matched pairs test). The results of the survey show that the concept of e-commerce marketing management is not used effectively as wel
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
63
Issue of the periodical within the volume
1
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
10
Pages from-to
303-312
UT code for WoS article
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EID of the result in the Scopus database
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