Development of marketing-mix elements for the Internet trade enterprises in Ukraine
Journal Title: Економіка: реалії часу - Year 2018, Vol 5, Issue 39
Abstract
Internet trade in Ukraine shows a high pace of growth. Along with other factors, it is supported by marketing activities of participating enterprises that attract customers and, therefore, increase revenues. The article analyzes the latest trends in the marketing mix of e-commerce in Ukraine from the perspective of 4P elements. The leading trends-drivers have been identified within each element of the marketing mix. These trends determine primary directions of their further development for each of 4P-element and for the entire marketing-mix complex. The author also connects revealed trends with changes in customers’ requirements, preferences and habits.
Authors and Affiliations
Olena Mazur
Keywords
Related Articles
- EP ID EP564928
- DOI 10.5281/zenodo.2571477
- Views 99
- Downloads 0
Cyber-insurance as a tool for minimizing the informational risks of the enterprise in the conditions of global economic development and society informatization
The main resource of modern enterprises is information, the breach of the basic properties of which could become a significant danger for these enterprises in the conditions of society informatization and the increasing...
Method of assessing the level of development of individual components of the intellectual capital of engineering companies
The article presents the results study environmental engineering companies functioning in Ukraine. Based on statistical analysis revealed the relationship of security features of intellectual capital, its economic perfor...
Labour productivity in the context of innovative development of Ukrainian economy
The analysis of labour productivity indexes on a macro level in Ukraine has been conducted. The growth factors of the labour productivity in economy of Ukraine including the field of innovative activity have been outline...
Optimization of the informative field of forming the initial sales plan of an enterprise
The aim of the article is to justify the author's approach to the optimization of the information field of the formation of the original sales plan, implemented in the context of the development of business plans for inv...
Investigation of the system of accounting and taxation of salary in Ukraine and Germany
The article outlines the views of Ukrainian and foreign scholars on the definition of the term "wages". The comparison of the structure of the chart of accounts in Ukraine and Germany is given, classes are shown on which...