Analysis of the significance of the marketing mix in e-commerce
| Autor: | Kostić Radan, Savić Aleksandar, Mihajlović Milan |
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| Jazyk: | English<br />Serbian |
| Rok vydání: | 2022 |
| Předmět: | |
| Zdroj: | Megatrend Revija, Vol 19, Iss 1, Pp 293-310 (2022) |
| Druh dokumentu: | article |
| ISSN: | 1820-3159 2560-3329 |
| DOI: | 10.5937/MegRev2201293K |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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