Electronic trade effect of marketing channels

Article English OPEN
Lovreta Stipe ; Stojković Dragan (2009)
  • Publisher: Srpsko udruženje za marketing
  • Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364)
  • Subject: Marketing. Distribution of products | multichannel strategy | HF5410-5417.5 | e-commerce | marketing channels
    acm: Data_CODINGANDINFORMATIONTHEORY | GeneralLiterature_MISCELLANEOUS

E-commerce has caused many significant changes in marketing channels. Consumers had obtained multiple benefits from e-commerce. In addition, it has increased the level of competition in marketing channels. However, the focus of this paper is multichannel strategy and in... View more
Share - Bookmark