Electronic trade effect of marketing channels
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)...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2009-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2009/0354-34710902079L.pdf |
| _version_ | 1828757636792713216 |
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| author | Lovreta Stipe Stojković Dragan |
| author_facet | Lovreta Stipe Stojković Dragan |
| author_sort | Lovreta Stipe |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T00:29:07Z |
| format | Article |
| id | doaj.art-d4f091ad93e34a279f087ef5f3459db7 |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-12-11T00:29:07Z |
| publishDate | 2009-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-d4f091ad93e34a279f087ef5f3459db72022-12-22T01:27:25ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642009-01-0140279820354-34710902079LElectronic trade effect of marketing channelsLovreta Stipe0Stojković Dragan1University of Belgrade, Faculty of Economy, Belgrade, SerbiaUniversity of Belgrade, Faculty of Economy, Belgrade, SerbiaE-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.http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2009/0354-34710902079L.pdfe-commercemarketing channelsmultichannel strategy |
| spellingShingle | Lovreta Stipe Stojković Dragan Electronic trade effect of marketing channels Marketing (Beograd. 1991) e-commerce marketing channels multichannel strategy |
| title | Electronic trade effect of marketing channels |
| title_full | Electronic trade effect of marketing channels |
| title_fullStr | Electronic trade effect of marketing channels |
| title_full_unstemmed | Electronic trade effect of marketing channels |
| title_short | Electronic trade effect of marketing channels |
| title_sort | electronic trade effect of marketing channels |
| topic | e-commerce marketing channels multichannel strategy |
| url | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2009/0354-34710902079L.pdf |
| work_keys_str_mv | AT lovretastipe electronictradeeffectofmarketingchannels AT stojkovicdragan electronictradeeffectofmarketingchannels |