PERSPECTIVES OF ELECTRONIC CHANNELS OF MARKETING

Abstract

Technological change is one of the most dynamic aspects of the marketing environment. Special significance and role in technological change has the use of new communication and information technology. Increased use of internet and related innovations dramatically changed the distribution strategy and channel marketing structure. Direct access to many structured database, data collection and reduction of time for data processing contribute to improvement of the quality and speed of information necessary to make other distribution and marketing decisions. In other words, the new communication and information technologies provide for the development and implementation of more efficient and effective marketing channels. Manufacturers wishing to market share data across sites and retail chains in terms of various programs of advertising and price levels. Different members of the marketing channels were used by different systems of reporting and communication to meet the increased need for effective and efficient decision-making. Each member of the marketing channel wants to examine the data relating to the smallest unit of business. The efficiency and effectiveness of distribution decisions will increasingly depend on the creative use of new developments such as on-line marketing research, on-line communication, on-line serving, on-line customer relationship management and other partners.