publication . Article . 2016

Marketing mix for e-commerce

Pogorelova, E. V.; Irina Yakhneeva; Agafonova, A. N.; Prokubovskaya, A. O.;
Open Access English
  • Published: 01 Jan 2016
  • Publisher: IJESE
  • Country: Russian Federation
Abstract
The relevance of the analyzed issue is caused by the need to study the process of transformation of marketing in e-commerce, as the active involvement of business organizations in the field of e-business is often accompanied by problems of applying the usual marketing tools in a virtual environment. The article seeks to identify changes in the elements of the marketing mix in e-commerce in accordance with the trend of e-business and Internet technology. The leading approach to the study of this issue is the marketing model 7P, allowing structuring the changes in a complex of marketing tools with regard to trade and information services of online stores. The resu...
Subjects
free text keywords: CUSTOMER BEHAVIOR, DIGITAL ECONOMY, E-COMMERCE, MARKETING MIX
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publication . Article . 2016

Marketing mix for e-commerce

Pogorelova, E. V.; Irina Yakhneeva; Agafonova, A. N.; Prokubovskaya, A. O.;