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Analysis of the significance of the marketing mix in e-commerce

Analysis of the significance of the marketing mix in e-commerce

Authors :
Radan Kostić
Aleksandar Savić
Milan Mihajlović
Source :
Megatrend revija. 19:293-310
Publication Year :
2022
Publisher :
Centre for Evaluation in Education and Science (CEON/CEES), 2022.

Abstract

Internet marketing is a new philosophy and an interesting topic especially for researchers in the field of marketing. It is a new way of marketing a product / service globally in a target market around the world. This paper presents a new approach to understanding the role of the marketing mix in e-commerce. The importance of marketing in e-commerce is often accompanied by problems with the application of common marketing tools in a virtual environment. The paper identifies elements of the marketing mix in e-commerce in line with the trend of e-commerce and Internet technology. The aim of this paper is to point out the role of marketing mix in e-commerce by applying the 7P model that enables the structuring of changes in terms of trade and information services of online stores.

Subjects

Subjects :
General Medicine

Details

ISSN :
25603329 and 18203159
Volume :
19
Database :
OpenAIRE
Journal :
Megatrend revija
Accession number :
edsair.doi...........1c6a6e930011f97d9730255a3e266de9
Full Text :
https://doi.org/10.5937/megrev2201293k