MODERN MARKETING MIX FOR ONLINE SHOPS

Authors

  • Denis Nikolaevich Nikulin South Ural State University (Chelyabinsk)

Keywords:

marketing mix, online shops, goods promotion tools, goods assortment, delivery service, call center

Abstract

In this article a model of modern marketing mix for online shops is offered. The admissibility of various
grouping of marketing variables within the framework of one marketing mix is substantiated. The basic factors
influencing the efficiency of sales promotion in online shops are described. The marketing variables are
grouped by three components: “Assortment of goods”, “Promotion”, “Service”. The technique for management
of goods assortment is considered. The sales promotion tools are described. The basic indicators of the
efficiency of delivery service and the call center of online shops are considered.

Author Biography

Denis Nikolaevich Nikulin, South Ural State University (Chelyabinsk)

Senior lecturer of the Department of Marketing and Management

References

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Published

2015-09-30

Issue

Vol. 9 No. 3 (2015)

Section

Marketing