Wybrane funkcje e-marketingu w kluczowych działaniach firmy zdecentralizowanej
Selected Functions of e-Marketing in the Key Activities of the Decentralized Company

Summary/Abstract: In the paper we defined a few quantitative procedures of e-marketing mix fortheir application in an integrated decision support system (IDSS) implemented in two possibleoptions of a decentralized company. For the first instance using modern utilities inthe hybrid model of decentralization, like balanced score card (BSC) and project basedmanagement (PBM), we would dispose a considerably greater portfolio (like world’s spotmarket of forex, commodities, etc.) of e-marketing methods for stimulation of the firm’sstrategic expansion. This case is connected with an application of rather costly, sophisticatedand time-consuming motivating activities. However, in the second a turquoise's modelof decentralized and quoted on the stock market company former hierarchical pyramidstyle of organization is replaced by self-management, freedom and accountability. Now,hitherto existing motivation fund of hybrid firm is replaced by an increase of intellectualcapital (IC) estimated on the Tobin’s Q-T rate.

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