E-shop - the Innovative Way of Sale and Communication
Examination of effectiveness and legitimacy of the establishment and operation of Internet business is a very complex process. There are more possible aspects that must be covered. On the one hand, there are economic factors such as revenue, net income and other indicators of the sale effectiveness. On the other hand, we have to evaluate the non-economic factors such as store image or a good relationship with customers. In order to demonstrate particular effects we have chosen the newly created e-shop with natural cosmetics. The observed e-shop started its existence at the end of December 2011 that is why there are not sufficient data for deeper analysis. However, based on the basic statistics of visitors and customers we can evaluate very easily immediate effects of effort on attendance and sales of monitored subject. At this stage, the main aim of the business is to increase knowledge about the business and its presentation to potential customers who prefer buying on the Internet. The communication policy includes business activities in order to make the store visible in the area of Slovak Internet. Therefore we will focus on the individual communication campaigns and their primary and secondary economic benefits through the customer´sattendance and economic activity via these indicators:net income per one visitor,net profit. Both of these parameters we obtained from internal statistics of observed e-shop. (fragment of text)
- Kotler, P., Armstrong, G.: Marketing, Praha: Grada, 2007, 856 p., ISBN 8024705133.
- Kotler,P, Keller, K.L.,. Marketing Managemet, 12th. Edition, 2006, New Jersey: Prentice Hall 813 p., ISBN 0-13-145757-8.
- Kretter, A. a kol. Marketing, Nitra: Slovenská poľnohospodárska univerzita, 2010, 287 p., ISBN 978-80-552-0355-3.
- Porovnanie internetových vyhľadávačov z hľadiska úspešnosti a umiestnenia na trhu. [online], [cit. 2012-02-25]. Available on the Internet: <http://epodnikanie.euin.org/node/33>.