ONLINE MARKETING MANAGEMENT ACCORDING TO PROCESSING OF INTERNAL AND EXTERNAL INFORMATION
AUTHOR: Zdeněk Šulc (University of Economics, Prague, Department of Statistics and Probability)
ABSTRACT:
The aim of this paper is to introduce and compare selected approaches that are useful for the management of online marketing. At first, there are presented two views of the information, based on which a marketing decision-making can be performed. There are also presented three approaches which can be used by retail companies engaged in e-commerce. It is the Customer lifetime value, Method for selecting optimal portfolio of online marketing tools, and Using of business rules to better addressing e-commerce customer. Usefulness of these approaches with respect to different companies is also discussed. On the basis of selected characteristics, these approaches are compared. Companies that would like to implement some of these approaches can choose those ones which are most suitable for them.
KEY WORDS: Online marketing management, processing of information, analysis, decision.