Electronic marketing potentials

Abstract

Marketing is an operative process of specifying, forecasting and satisfying customers needs along with generating profit. The privilege of success in times when marketing has become a luxury matter, is also for marketing managers in smaller businesses – if they understand they do not need to search for cheaper version of sophisticated and widely used marketing but to find new ways of marketing. The concept of intuitive marketing is based upon the principal advantage of small businesses – closeness to customers which provides them with greater sense for customer wishes and needs and allows them to respond without an expensive marketing apparatus. The ability to rapidly revise corporate strategy, promptly react to changes in demand, moves of competitors and external influences is based on more than regular account sheets. A company needs a marketing information system. The task of electronic marketing is not only to collect market data, but also to promote the company, its activity and products. It should manage communication with customers (consumers). Such communication can be performed by electronic media as CD-ROM, DVD-ROM or by means of mobile communication, digital television and satellite systems of electronic business as well as the Internet.