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  • E-Commerce als Herausforderung für die Marketingstrategie der KMU
    Jurše, Milan
    Internet represents not only one of the new distribution and communication channels, but rather a new context from marketing development. Internet also enables SMEs to enter effectively into the ... world market in spite of their relatively more limited availability of resources in comparison to large enterprises. Due to its interactivity in communication Internet changes the traditional balance of power between market participants and enables the development of a new type of relationships between them. With the development of a new business model also physical distances between the buyers and suppliers are loosing their traditional role as market barrier to effective development of exchange. Internet enables companies to develop a new and more effective model for marketing product and services globally. The changing nature of traditional business concepts and emergence of new rules for effective marketing are only some of the consequences of new information technology development process. Internet creates a framework for the development of global virtual market with consumers as active market participants, whose market position has been fundamentally changed due to the ease of access to marketing information. Traditional market model grows into new marketing, based on interactive development of direct relationships and partnerships between suppliers and their customers with final aim to create customer satisfaction.
    Vir: Naše gospodarstvo : revija za aktualna gospodarska vprašanja = Our economy : review of current problems in economics. - ISSN 0547-3101 (Letn. 46, št. 1, 2000, str. 74-84)
    Vrsta gradiva - prispevek na konferenci
    Leto - 2000
    Jezik - nemški
    COBISS.SI-ID - 5003548

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