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JTAER
Volume 16
Issue 4
10.3390/jtaer16040064
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Open AccessArticle

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

by
Balázs Gyenge
1,
Zoltán Máté
2,
Imre Vida
3,
Yuriy Bilan
4 and
László Vasa
5,*
1
Department of Operation Management and Logistics, Institute of Supply Chain Management, Marketing and Tourism, Faculty of Economy and Social Sciences, Szent István University, 2100 Gödöllő, Hungary
2
Department of Marketing, Faculty of Foreign Trade, Budapest Business School, 1165 Budapest, Hungary
3
Faculty of Economy and Social Sciences, Szent István University, 1165 Budapest, Hungary
4
Institute of Management, University of Social Sciences, 90-113 Lodz, Poland
5
Management Campus, Széchenyi István University, 9026 Győr, Hungary
*
Author to whom correspondence should be addressed.
Academic Editor: Dan-Cristian Dabija
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 1136-1149; https://doi.org/10.3390/jtaer16040064
Received: 1 March 2021 / Revised: 21 March 2021 / Accepted: 22 March 2021 / Published: 25 March 2021
(This article belongs to the Special Issue Enhancing Consumer Experience through Mobile Commerce: Challenges and Opportunities)
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Abstract

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. View Full-Text
Keywords: business development; online marketing; e-commerce; effective communication; social media; social networking; m-commerce business development; online marketing; e-commerce; effective communication; social media; social networking; m-commerce
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
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MDPI and ACS Style

Gyenge, B.; Máté, Z.; Vida, I.; Bilan, Y.; Vasa, L. A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1136-1149. https://doi.org/10.3390/jtaer16040064

AMA Style

Gyenge B, Máté Z, Vida I, Bilan Y, Vasa L. A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):1136-1149. https://doi.org/10.3390/jtaer16040064

Chicago/Turabian Style

Gyenge, Balázs; Máté, Zoltán; Vida, Imre; Bilan, Yuriy; Vasa, László. 2021. "A New Strategic Marketing Management Model for the Specificities of E-Commerce in the Supply Chain" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 1136-1149. https://doi.org/10.3390/jtaer16040064

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