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

Author

Listed:
  • Stuchlý, Peter
  • Hennyeyová, Klára
  • Janšto, Erik
  • Šilerová, Edita
  • Vaněk, Jiří

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.

Suggested Citation

  • Stuchlý, Peter & Hennyeyová, Klára & Janšto, Erik & Šilerová, Edita & Vaněk, Jiří, 2023. "Marketing Management of Electronic Commerce in the Process of Current Marketing Management," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 15(2), June.
    • Handle: RePEc:ags:aolpei:338009
    DOI: 10.22004/ag.econ.338009
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    References listed on IDEAS

    as
    1. Timothy F. Bresnahan & Erik Brynjolfsson & Lorin M. Hitt, 2002. "Information Technology, Workplace Organization, and the Demand for Skilled Labor: Firm-Level Evidence," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 117(1), pages 339-376.
    2. Erumban, Abdul Azeez & de Jong, Simon B., 2006. "Cross-country differences in ICT adoption: A consequence of Culture?," Journal of World Business, Elsevier, vol. 41(4), pages 302-314, December.
    3. Robert T. Jensen, 2010. "Information, efficiency, and welfare in agricultural markets," Agricultural Economics, International Association of Agricultural Economists, vol. 41(s1), pages 203-216, November.
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