E-COMMERCE AS A MODERN PARADIGM OF FORMATION AND USE OF MARKETING TOOLS

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

E-COMMERCE AS A MODERN PARADIGM OF FORMATION AND USE OF MARKETING TOOLS

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

E-COMMERCE AS A MODERN PARADIGM OF FORMATION AND USE OF MARKETING TOOLS

Popis výsledku anglicky

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.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Trendy v podnikání

ISSN

1805-0603

e-ISSN

2788-0079

Svazek periodika

12

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

13

Strana od-do

88-100

Kód UT WoS článku

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EID výsledku v databázi Scopus

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