Add to ORKGThe focus of this master thesis is in the currently highly considered topic of online marketing and e-commerce. The author is trying to define main tools a company needs to succsesfully and effectively drive these. Based on the example of an existing company these tools were then introduced and discribed. To support this, internal data of the described company were used, as well as respective research. Further more the author used secondary analysis of consumer behavior. To evaluate online marketing of the selected company in real enviroment, web platforms of the three bigget players in the baby food market were analysed. The main objective of the theses was to determine further steps after implementing suscessful online strategy. This topi...