20.500.12556/DKUM-69075 Analysis of online marketing management in Czech Republik Analiza managementa internetnega marketinga na Češkem Background and Purpose: Doing business over the Internet has become increasingly competitive for many companies. The aim of this study is to analyse the current state of utilizing online tools, approaches of Czech companies to the management of online marketing activities and to identify weaknesses and opportunities of these activities. Methodology/Approach: The paper presents empirical research that uses two different approaches in investigation: (1) descriptive quantitative research of current state, based on examination of websites of a sample of 4,584 Czech companies and (2) questionnaire survey among 161 Czech companies which do business via the Internet. Results: There is a large gap that currently exist between the use of social media and its connection to marketing activities. The competitive level of the use of social media in the Czech Republic is still low compared to the USA companies. The online marketing management (OMM) of the majority of companies rely on individual assessment and do not use any metrics or management methodologies. One of the main problems of OMM is the ever increasing number of tools used in marketing activities as well as low possibility of a broader perspective on the success of cross channel marketing activities. Conclusion: In the future, it is expected that a large number of Czech companies will increasingly use online tools as social media for their marketing activities. In the context of this development they cannot rely only on individual assessment to manage these activities as they do currently, but they will have to use comprehensive tools or methodologies. Based on this, we can conclude that Czech companies still have enough opportunities for a better use of online tools for marketing purposes. Ozadje in namen: Poslovanje prek interneta za mnoga podjetja postaja bolj konkurenčno. Cilj te študije je analizirati trenutno stanje glede uporabe spletnih orodij in pristopov, ki jih uporabljajo češke družbe za management spletnih marketinških aktivnosti, in poiskati pomanjkljivosti in priložnosti teh dejavnosti. Metodologija / pristop: Članek predstavi empirično študijo, ki uporablja dva različna raziskovalna pristopa: (1) opisno kvantitativna raziskava trenutnega stanja, ki temelji na pregledu spletnih strani na vzorcu 4584 čeških podjetij in (2) anketo med 161 čeških podjetij, ki poslujejo prek interneta. Rezultati: Obstaja velika vrzel med uporabo družabnih omrežij in njihovo povezavo z marketinškimi aktivnostmi. Sto­pnja uporabe družabnih medijev v Češki republiki je še vedno nizka v primerjavi s podjetji iz ZDA. Management splet­nega trženja (OMM) večine podjetij se naslanja na individualne presoje in ne uporablja nobenih meritev ali metodologij upravljanja. Ena od glavnih težav OMM je vse večje število orodij, ki se uporabljajo v marketinških aktivnosti, kot tudi pomanjkanje širše perspektive o delovanju prečnih kanalov marketinških aktivnosti. Zaključek: V prihodnosti pričakujemo, da bo veliko število čeških podjetij pogosteje uporabljajo spletna orodja kot so družabna omrežja za svoje trženjske aktivnosti. V zvezi s tem se ne morejo zanašati samo na individualne ocene za upravljanje teh dejavnosti, kot to počnejo sedaj, ampak bodo morali uporabiti celovita orodja ali metodologije. Na osnovi tega lahko sklepamo, da ima češka podjetja še vedno dovolj priložnosti za boljšo uporabo spletnih orodij za namene trženja. online marketing management analysis social media Czech companies Internet Češka podjetja marketing tržno komuniciranje vodenje management true true true Angleški jezik Slovenski jezik Znanstveno delo 2017-11-28 15:09:39 2017-11-28 15:10:26 2022-08-01 16:51:48 2019-07-11 17:20:07 2015 0 0 str. 99-111 št. 2 Letn. 48 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1318-5454 339.138:005 610909 283328512 10.1515/orga-2015-0010 1318-5454 URN:SI:UM:DK:UWHMUZBF Organizacija_2015_Smutny_Analysis_of_Online_Marketing_Management_in_Czech_Republic.pdf Organizacija_2015_Smutny_Analysis_of_Online_Marketing_Management_in_Czech_Republic.pdf 1 6217912814023B09DE48B4588F62C7B2 280cf8c4fe24d53a23f969c3fc38a1140fca2fded461086d9af0e38b47d72bf6 8515e11a-7c0f-11eb-bb7a-00155d0001ca 20.500.12556/dkum/bcfcda6d-f330-4abd-b277-02b8d680d9bf https://dk.um.si/Dokument.php?lang=slv&id=120539 https://www.degruyter.com/view/j/orga.2015.48.issue-2/orga-2015-0010/orga-2015-0010.xml 1 https://dk.um.si/Dokument.php?lang=slv&id=120540 Fakulteta za organizacijske vede Organizacija 0 0 0