4PS CONCEPTION IN INTERNET-MARKETING
Journal Title: Економічні студії - Year 2018, Vol 3, Issue 21
Abstract
This paper aims with the theoretical positions of Internet marketing, researches and analyzes of approaches to the interpretation of the definition of "Internet marketing" by foreign and Ukrainian scientists, provided author's definition of this category. It has been proved, that evolutionary processes in the economy, in particular, the development of the digital economy and the emergence of e-commerce led to the need to reconsider the components of the marketing mix. In this context, the characteristic features of Internet marketing have been investigated; components of the Internet marketing complex have been analyzed; author's view on the concept of 4P is given, and the differences of the Internet marketing complex from the classical marketing complex are determined.
Authors and Affiliations
N. S. Serskykh
Keywords
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