Electronic Tools for Company’s Presence, Identification and Marketing in E-Environment: Theory and Practice

Today’s turbulent economic environment requires new approaches in communication between company and its customers. Developments of Internet and information technologies have stimulated development of new communication tools, including social portals electronic marketplaces, E-commerce etc. E-commerce is based on free mutual exchange and consists of the technological base (infrastructure, software), range of information services. E-commerce and information exchange develops knowledge-based economy what is strategic priority of Latvia and the Baltic States. Also E-commerce is the tool for providing profitability of the organization by optimization of processes and decreasing costs. In last decade there were a lot of different developments in computer software for solving different needs of today’s business. These tools are both – for fee or free of charge. At the same time the authors have found out that many companies doesn’t use such tools, do not know about their existence and helpfulness, and even worth – does not have computer literacy at all. Main conclusions of the research are that there exist free electronic tools which companies can use for the different processes and activities, because e-environment is a favorable environment for enterprises that do not have enough financial resources for marketing promotions and advertising. Electronic environment requires special knowledge and skills – “digital literacy” as navigation in it demands ability to work on computer using internet as well as other digital tools and instruments. E-environment calls for creative thinking and action. The entrepreneurs must be flexible and able to react to changes in e-market knowing that essentially e-environment is dynamic and interactive. Increasingly important is the education of generation of entrepreneurs and their ability to manage electronic tools