MARKETING MANAGEMENT PROCESS IN THE ENVIRONMENT OF E-COMMERCE

This paper deals with the marketing management process in e-commerce. The main objective of this paper is to theoretically propose the marketing management process (model) in e-commerce and its impact and coherent relations with other business processes and e-commerce environment. This process respects the specific environment and other aspects of e-commerce. The theoretical part consists of current knowledge about marketing management process and the e-commerce. The analytical part proposes the theoretical marketing management process in e-commerce. The main contribution of this paper is the proposing the e-marketing management process, because on other academic source and other papers focus on the issue examined. Other research activities will be based on experiment on usage of theoretical process in practice.