Marketing Management of Electronic Commerce in the Process of Current Marketing Management

Peter StuchlýKlára HennyeyováErik JanštoEdita ŠilerováJiří Vaněk

DOI 10.7160/aol.2023.150209
No 2/2023, June
pp. 105-113

Stuchlý, P., Hennyeyová, K., Janšto, E., Šilerová, E. and Vaněk, J. (2023) "Marketing Management of Electronic Commerce in the Process of Current Marketing Management", AGRIS on-line Papers in Economics and Informatics, Vol. 15, No. 2, pp. 105-113. ISSN 1804-1930. DOI 10.7160/aol.2023.150209.

Abstract

Electronic commerce is booming and has become a phenomenon of our time. While it only existed for a relatively short period of time, it left a significant mark on the current form of business, which can be referred to as the era of the information revolution. In the newly forming conditions, companies must adapt. Otherwise, they will disappear sooner or later. The article discusses the marketing management of electronic commerce with agricultural and food commodities. Its main purpose is to suggest a solution of possibility to strengthen the competitive position of companies with agricultural and food commodities trading mostly electronically by using a marketing management model n order to accomplish this. E-commerce provides opportunities for identifying the main weaknesses in marketing management of the company and recommending how they can be addressed. In addition, the best e-commerce marketing practices and tools are identified and recommended. The current ones are analysed and summarised as well as generalised knowledge of marketing management and electronic commerce and designated for solving problems in marketing management in e-commerce among selected companies that trade predominantly in research savings.

Keywords

E-commerce, marketing, management, strategic management process, trade, entrepreneurship, e-strategies.

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