publication . Article . 2009

Electronic trade effect of marketing channels

Lovreta Stipe; Stojković Dragan;
Open Access English
  • Published: 01 Jan 2009 Journal: Marketing (Beograd. 1991) (issn: 0354-3471, eissn: 2334-8364, Copyright policy)
  • Publisher: Srpsko udruženje za marketing
Abstract
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 integration of physical (store) and electronic marketing channels. E-commerce has induced dynamic development of multichannel strategy. This strategy has evolved as a consequence of multichannel consumer orientation. In developed economies, consumers are multichannel entities and active marketers aim to meet their requirements by creating multichannel offer.
Subjects
ACM Computing Classification System: Data_CODINGANDINFORMATIONTHEORYGeneralLiterature_MISCELLANEOUS
free text keywords: e-commerce, marketing channels, multichannel strategy, Marketing. Distribution of products, HF5410-5417.5
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