THE EMERGENCE OF PARALLEL & POWERFUL E-COMMERCE BRANDS (VIS-A-VIS CONVENTIONAL RETAIL BRANDS) AND THEIR MANAGEMENT IN VIEW OF THE CHANGING FACE OF MARKETING.
Journal Title: IJAR-Indian Journal of Applied Research - Year 2018, Vol 8, Issue 7
Abstract
Marketing today is understood not in the old sense making a sale, but in the new sense of Satisfying customer needs and wants in the most efficient manner. However the concept of marketing has been ever changing since its evolution. With the onset of the IT revolution and the emergence of E-Commerce as a powerful medium of communication, there has been a drastic change in the marketing scenario with new theories and rules replacing the old ones. The advent of E-Commerce has paved way for the emergence of Parallel and Powerful E-Commerce Brands vis-a-vis a Conventional retail brands. The relative strength of the E-Commerce brands as compared to the conventional retail brand have been addressed in this paper in terms of the economies/ advantages / benefits like Mass media, Transaction Cost Economy, Interactivity, etc. The paper also highlights the Challenges of Managing the E-Commerce Brands. There is no doubt that the ECommerce brands have emerged as a major competitor for the traditional retail brands. And finally, the paper concludes that, though the potential of E-Commerce Brands is huge and benefits are on the rise, traditional retail channels are there to stay. It is practically impossible to visualize a scenario of either or with the E-Commerce emergence completely. The scenario of PARALLEL OFFERINGS of E-Commerce brand and Supermarket brands is more likely in the near future. They will each have to fight out for their share in the market place.
Authors and Affiliations
Dr. Chitralekha H. Dhadhal
Keywords
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