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A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

Gyenge, Balázs ; Máté, Zoltán ; Vida, Imre ; Bilan, Yuriy ; Vasa, László

Journal of theoretical and applied electronic commerce research, 2021-07, Vol.16 (4), p.1136-1149 [Periódico revisado por pares]

Curicó: MDPI AG

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Título:
A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain
Autor: Gyenge, Balázs ; Máté, Zoltán ; Vida, Imre ; Bilan, Yuriy ; Vasa, László
Assuntos: Artificial intelligence ; business development ; Cluster analysis ; Communication ; Consumers ; Customer services ; Digital marketing ; Discriminant analysis ; e-commerce ; effective communication ; Electronic commerce ; Internet ; online marketing ; Small business ; social media ; social networking ; Social networks ; Supply chains ; Trends ; User needs
É parte de: Journal of theoretical and applied electronic commerce research, 2021-07, Vol.16 (4), p.1136-1149
Descrição: The study seeks to answer the question of what strategic directions and opportunities we have for business in the midst of the info-communication changes of our time. In this research, we compare the results of non-representative primary research (cluster analysis and discriminant analysis) with the factors and latest methods of e-commerce or even mobile commerce and traditional commerce and their main differences. Based on the four clusters examined, we develop a new strategic model for practice with suggestions which can be used by small and medium-sized enterprises (SMEs) and which they can incorporate directly into their business models. Starting point of our hypothesis was that in order to develop an effective and delivered communication, a market needs to be targeted and at least four different clusters should be formulated.
Editor: Curicó: MDPI AG
Idioma: Inglês

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A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain

Gyenge, Balázs ; Máté, Zoltán ; Vida, Imre ; Bilan, Yuriy ; Vasa, László

Curicó: MDPI AG

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