Marketing i savremeni uslovi poslovanja

Abstract

With the development of technology, the Internet and e-commerce have taken an important place in the functioning of modern society. E-marketing has become a leading technology without which many elements of e-commerce could not reach the current level of popularization. The growth and development of social networks has stimulated a large number of researches in the field of internet marketing. In this way, through social networks and the Internet, it is possible to market products and/or significantly faster and more favorably. The availability of the Internet has additionally contributed to the development of Internet marketing. Although Internet marketing is often considered only the online promotion of products and services, this way of marketing products and services is additionally supported by email marketing and wireless media. The rapid and unhindered development of marketing in e-commerce has also brought many difficulties in the application of various applications for the marketing of products and services. Researching the tools that are applied in the marketing mix represent a special challenge for researchers. In this paper, the elements of the marketing mix are analyzed with special reference to the trend of growth and development of technology in e-commerce. The main approach in the study is the 7P marketing model, which contributes to the necessary adaptation of marketed services. Bearing in mind that Internet marketing is widely spread and used in e-commerce today, with special preferences for the growth standard of its popularization to continue, the aim of this paper is to analyze the importance and effect of the marketing mix in e-commerce. The analysis of papers on this topic would provide a good theoretical basis for researchers, and a good theoretical basis contributes to better development of practice for business development of entrepreneurs on the one hand and simple and fast shopping for customers on the other hand.