Gamova I. Marketing Management at Companies in Retail e-commerce

The thesis is devoted to theoretical and applied principles of planning, organization and control of marketing activities of enterprises in the retail e-commerce. The essence of company marketing activity in the retail e-commerce is defined and t a concept of "comprehensive electronic product" is proposed. The basic components of a company marketing mix in the retail e-commerce are analyzed. The basic functions of company marketing management in the retail e-commerce are identified. An analysis is given to the state and current trends in the development of the electronic commerce in Ukraine, and the online consumer preferences in Ukraine are identified, the components of the company marketing mix are highlighted and the priority areas of the main functions of company marketing management in the retail e-commerce are systemized. The rationale is formed for the attractiveness of introducing automated control subsystems for company marketing activities in the retail e-commerce, the methodology for applying marketing strategies according to the type of an e-commerce retail unit ecommerce is developed and the main areas of improving the process of company marketing activities in the retail e-commerce are proposed.