| Abstract [eng] |
The master's thesis examines the effectiveness of digital marketing tools when the tools are applied in companies that provide services/goods e. for companies performing commercial activities (business-to-business e-commerce connections), in Lithuania and in foreign countries. The work examines the application of digital marketing tools in companies that provide products via e-commerce. for commercial companies, the concept of digital marketing is described, digital marketing tools are analyzed and presented, and technological innovations are named. Explained business - for business e. commerce model and e-commerce concept. The application of digital marketing tools for business - e-business is examined. in the commercial model. After examining the literature, research methods are selected: preparation and application of an expert survey in research, multi-criteria assessment of the effectiveness of marketing tools using the SAW method. According to the selected research methods, empirical studies are conducted and the obtained results are presented. The experts selected according to the criteria gave significance coefficients to the groups of digital marketing tools, after calculating the concordance coefficient W and receiving a positive indicator of the compatibility of experts' opinions, the second stage was carried out, the evaluation of the effectiveness of digital marketing tools. The experts in the survey, in a 5-point system, evaluated the effectiveness of each presented digital marketing group tool, taking into account the country of operation in Lithuania or foreign countries). The research results were obtained, the most effective tool was selected from each digital marketing group and a set of tools was compiled. Two sets of measures have been created, according to the country of operation. Structure: introduction, theory, research methodology, research results, conclusions and suggestions, bibliography. Thesis consist of: 63 p. text without appendices, 6 illustrations, 30 tables, 51 bibliographic sources. Appendixes included. |
