The use of marketing management tools in e-commerce
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
<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>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
The use of marketing management tools in e-commerce
Popis výsledku v původním jazyce
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
Název v anglickém jazyce
The use of marketing management tools in e-commerce
Popis výsledku anglicky
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
Klasifikace
Druh
J<sub>x</sub> - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)
CEP obor
AE - Řízení, správa a administrativa
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Ostatní
Rok uplatnění
2015
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Svazek periodika
63
Číslo periodika v rámci svazku
1
Stát vydavatele periodika
CZ - Česká republika
Počet stran výsledku
10
Strana od-do
303-312
Kód UT WoS článku
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EID výsledku v databázi Scopus
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