Acta Univ. Agric. Silvic. Mendelianae Brun. 2015, 63, 303-312
Published online 2015-03-14

The Use of Marketing Management Tools in E-commerce

Veronika Svatošová

Department of Regional and Business Economics, Faculty of Regional Development and International Studies, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic

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 χ2-test of independence, 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 well as marketing management tools. The survey founded out that the analysis phase, compared to other phases, the e-commerce marketing management is significantly undervalued. The survey also showed that the e-commerce marketing management concept is used at the tactical level, strategic tools are used to a limited extent. However, marketing management concept in e-commerce is not used in most cases (53.84%). The survey also has confirmed that the marketing activities of Internet companies are limited to Internet marketing, which is controlled only at the tactical level.


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