Electronic trade effect of marketing channels
Uticaj elektronske trgovine na kanale marketinga
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.
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.
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