PhD in Economics, Senior lecturer of Marketing and Advertising Department of
Kyiv National University of Trade and Economics
AUTOMATED SUBSYSTEMS OF ECOMMERCE ENTERPRISES
MARKETING ACTIVITY MANAGEMENT
Background. Organization of marketing services of ecommerce enterprises is an important aspect of doing business online that can objectively determine the needs of consumers and identify the level of needs satisfaction, arrange the sale of products or services.
Analysis of recent research and publications showed that despite the existence of some scientific studies important scientific and practical problem on the formation of automated marketing activity management subsystems for retail ecommerce remains unresolved.
The aim of the article is to study the formation of automated marketing activity management subsystems for retail ecommerce.
Results. Based on the optimization of management decisions the authors offered to apply automated marketing management systems in the retail e-commerce. Expert score assessment of appeal of automated control systems implementation, namely, marketing planning, marketing organization, marketing motivation, marketing control and information provision of marketing, was carried out.
Conclusion. Given the complexity of retail e-commerce marketing management, it is proved that the organization of marketing services to retail e-commerce enterprises by introducing automated systems of management solutions optimization is based on network information technology, that create corporate information systems. Database server is their central element.
Keywords: retail e-commerce, marketing department, marketing management, internet marketing, marketing planning, marketing organization, marketing motivation, marketing control, information provision of marketing, automated control systems.
FREE FULL TEXT (PDF)