| Title: | Analysis of online marketing management in Czech Republik |
|---|
| Authors: | ID Smutný, Zdeněk (Author) |
|---|
| Files: |  Organizacija_2015_Smutny_Analysis_of_Online_Marketing_Management_in_Czech_Republic.pdf (692,41 KB)
MD5: 6217912814023B09DE48B4588F62C7B2
PID: 20.500.12556/dkum/bcfcda6d-f330-4abd-b277-02b8d680d9bf
 https://www.degruyter.com/view/j/orga.2015.48.issue-2/orga-2015-0010/orga-2015-0010.xml
|
|---|
| Language: | English |
|---|
| Work type: | Scientific work |
|---|
| Typology: | 1.01 - Original Scientific Article |
|---|
| Organization: | FOV - Faculty of Organizational Sciences in Kranj
|
|---|
| Abstract: | 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. |
|---|
| Keywords: | online marketing, management, analysis, social media, Czech companies, Internet |
|---|
| Publication status: | Published |
|---|
| Publication version: | Version of Record |
|---|
| Year of publishing: | 2015 |
|---|
| Number of pages: | str. 99-111 |
|---|
| Numbering: | Letn. 48, št. 2 |
|---|
| PID: | 20.500.12556/DKUM-69075  |
|---|
| ISSN: | 1318-5454 |
|---|
| UDC: | 339.138:005 |
|---|
| ISSN on article: | 1318-5454 |
|---|
| COBISS.SI-ID: | 283328512 |
|---|
| DOI: | 10.1515/orga-2015-0010 |
|---|
| NUK URN: | URN:SI:UM:DK:UWHMUZBF |
|---|
| Publication date in DKUM: | 28.11.2017 |
|---|
| Views: | 1631 |
|---|
| Downloads: | 217 |
|---|
| Metadata: |    |
|---|
| Categories: | Misc.
|
|---|
|
:
|
Copy citation |
|---|
| | | | Average score: | (0 votes) |
|---|
| Your score: | Voting is allowed only for logged in users. |
|---|
| Share: |  |
|---|
Hover the mouse pointer over a document title to show the abstract or click
on the title to get all document metadata. |
