Mārketinga komplekss elektroniskajā mārketingā

Sceulovs, Deniss; Gaile-Sarkane, Elina
June 2010
Economics & Business;Jun2010, Vol. 20, p117
Academic Journal
The aim of work is to identify and classify factors influencing marketing mix in e-environment. Authors classified elements of the "‟7P‟ mix in electronic environment, conducted and analysis of the business environment in Latvia, in terms of e-tools usage in businesses' daily work. Authors employed and implemented different research methods - quantitative and qualitative: surveys, grouping analysis, statistical etc. In the basis of theoretical and practical base are researches, scientific publications and materials, media publications, including Internet. Main conclusions are: in electronic environment and in e-marketing, marketing mix has greater amount of elements than in traditional marketing. Every businessmen need to find their own, relations percentage rate between all elements, which depends on company's specifics, industry where company operates, products and services offered on market, etc. On e-market consumers play very important role because due to modern technologies they have complete access to the product's information, price and so on in a matter of just few mouse clicks. Authors identified and classified series of internal and external factors, affecting elements of marketing mix in electronic environment such as brand significance, good adaptability to the market conditions, consumers' needs, emotional and functional benefits, etc. Analyzing business activities and e-environment utilization for business needs authors came to conclusion that most of Latvian businessmen are at the initial stage of the e-tools mastering. Those, who use electronic environment, employ only a small number of available tools; hence businessmen need to be not just computer wise educated, but also be perfectly oriented in cyberspace and know how to work with different tools of electronic environment - portals, including social search engines, data bases etc. The topic raised in this paper is very wide, so authors considered only the main aspects. This topic demands more profound and detailed study, which authors carry out in their further researches and work.


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