Uticaj elektronske trgovine na kanale marketinga
Electronic trade effect of marketing channels
Apstrakt
Elektronska trgovina je izazvala niz promena u kanalima marketinga. Koristi koje je donela potrošačima su višestruke, kao i uticaj na povećanje konkurencije na tržištu. Međutim, fokus ovog rada je na integraciji fi zičkih i elektronskih kanala marketinga i primeni strategije višestrukih kanala marketinga. Elektronska trgovina je dovela do dinamičnog razvoja strategije višestrukih kanala marketinga. Ova strategije se javila kao posledica orijentacije potrošača na više kanala. U razvijenim privredama, potrošači su višekanalna bića i aktivni učesnici na tržištu teže da odgovore na njihove zahteve tako što kreiraju višekanalnu ponudu.
Abstract
E-commerce has caused many signifi cant changes in marketing channels. Consumers had obtained multiple benefi ts 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.
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