REVOLUTION IN E-COMMERCE AND MARKETING A CONTRAST BETWEEN TRADITIONAL AND CURRENT MARKETING PRACTICES
Abstract
Abstract
Purpose
E-commerce has significantly revolutionized the domain of marketing. The aim of this assignment is to shed light on how the domain of marketing has revolutionized due to e-commerce. The advent of eCommerce has several applications for marketers. Ecommerce revolutionized traditional marketing mix by broadening the definition of product, price, place, and promotion.
Methodology
This assignment has charted the e-commerce evolution. The evolution has characterised into four eras. The assignment discusses the definition of e-commerce, applications, advantages, and limitations. Ecommerce has a drastically change marketing domain as it impacts the organisation, society, and customers, which are major stakeholders in the domain of marketing.
Findings
The key findings present an opportunity for global e-commerce development and growth. Retailers are trying to collaborate with offline and online channels. Social media is turning into its own e-commerce platform. E-commerce and marketers have been observed to try to be more customer-oriented and social. Mobile commerce marketers are forced to adopt multichannel retailing, so marketers work to improve their e-commerce capabilities.
Conclusion
The purpose of this assignment is to demonstrate the effects of e-commerce on marketing to determine the advantages and issues of e-commerce in these marketing processes. This review helps in understanding that e-commerce has positively changed marketing and facilitates marketers in keeping in touch with customers via social networking sites.
Keywords
E-Commerce E-Marketing Web 2.0 Competition Customer-Centric Social Networks as Marketing Tools
References
- Allen, E. & Fjermestad, J. 2001. E-Commerce Marketing Strategies: An Integrated Framework and Case Analysis. Logistics Information Management, vol.14, no.1/2, pp.14-23.
- Bhatt G. & Emdad, A. F. 2001. An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management, vol.14, no.1/2, pp.78-85.
- Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F. 2000. Internet Marketing, Strategy, Implementation and Practice. London: FT/Prentice Hall, pp.40-168.
- Constantinides, E. 2002. The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications, vol.1, no.1, pp.57-76.
- Goi, C. L. 2009. A Review of Marketing Mix: 4Ps or more. Journal of Marketing Studies, vol.1, no.1, pp.1-15. Available at: http://webcache.googleusercontent.com/search?q=cache:9mTgEaBVN0AJ:ccsenet.org/journal/index.php/ijms/article/download/97/1552+&cd=1&hl=en&ct=clnk&gl=uk [Accessed on 7 September 2019]
- Kambil, A. & Nunes, P. 2000. Internet Marketing: Lessons from the Field, Research Note. Accenture Institute for Strategic Change, p.1. Available at: http://www.accenture.com/xd/xd.asp?it=enweb&xd=_isc/iscresearchnote_12.xml [Accessed on 7 September 2019].
- Kent, T. & Brown, R. B. 2006. Erotic Retailing in the UK (1963-2003) - The View from the Marketing Mix. Journal of Management History, vol.12, no.2, pp.199-211.
- Kotler, P. 2003. Marketing Management (11th ed.). London: Prentice-Hall International Editions, pp.4-136.
- Lawrence, E., Corbitt, B, Fisher, J.A, Lawrence, J. & Tidwell, A. 2000. Internet Commerce (2nd ed.). New Jersey: John Wiley & Sons Australia Ltd, pp.51-79.
- Möller, K. 2006. The Marketing Mix Revisited: Towards the 21st Century Marketing by E. Constantinides. Journal of Marketing Management, vol.22, no.3, pp.439-450.
- O’Connor, J. & Galvin, E. 1997. Marketing and Information Technology – The strategy, Application and Implementation of IT in Marketing. London: Pitman Publishing, pp.6-122.
- Schultz, D. E. 2001. Marketers: Bid Farewell To Strategy Based on Old 4Ps. Marketing News, vol.35, no.2, p.7.
- Timmers, P. 2000. Electronic Commerce – Strategies and Models for Business-to-Business Trading. New Jersey: John Wiley & Sons, pp.20-152.
- Turban, E., Lee, J., King, D., & Chung, H.M. 1999. Electronic Commerce: A Managerial Perspective. London: Prentice-Hall, pp.8-120.
- Wang, K. L., Wang, Y. & Yao, J. T. 2005. A Comparative Study on Marketing Mix Models for Digital Products. Proceedings of the First International Workshop on Internet and Network Economics (WINE'05), Hong Kong, China, December 15-17, pp.660-669.
Abstract
Özet
Amaç
E-ticaret, pazarlama alanında önemli ölçüde devrim meydan getirmiştir. Bu çalışmanın amacı, pazarlama alanının e-ticaret nedeniyle nasıl devrim yarattığına ışık tutmaktır. E-ticaretin gelişiyle pazarlamacılar için çeşitli uygulamalar da meydana çıkmıştır. E-ticaret; ürün, fiyat, yer ve promosyon tanımını genişleterek geleneksel pazarlama karmasında köklü bir değişiklik yapmıştır.
Yöntem
Bu Ödev e-ticaret evrimini irdelemiştir. Yöntem olarak dört döneme ayrılan bu evrilmeleri dikkate almıştır. Ödev, e-ticaretin tanımı, uygulamaları, avantajları ve sınırlamalarını tartışacaktır. E-ticaret, pazarlama alanında önemli paydaşları olan organizasyonu, toplumu ve müşterileri etkilediği için büyük ölçüde değişen bir pazarlama alanını tartışacaktır.
Bulgular
Temel bulgular, küresel e-ticaret geliştirme ve büyüme fırsatı sunulmaktadır. Perakendeciler çevrimdışı ve çevrimiçi kanallarla işbirliği yapmaya çalışıyor. Sosyal medya kendi e-ticaret platformuna dönüşüyor. E ticaret ve pazarlamacılar daha müşteri odaklı ve sosyal olmaya çalıştıkları gözlenmiştir. Mobil ticaret pazarlamacıları çok kanallı perakendeciliği benimsemeye zorlanmaktadır, dolayısıyla pazarlamacılar e ticaret yeteneklerini geliştirmek için çalışmaktadır.
Sonuç
Bu ödevin amacı, bu pazarlama süreçlerinde e-ticaretin avantajlarını ve sorunlarını belirlemek için e-ticaretin pazarlama üzerindeki etkilerini göstermektir. Bu inceleme, e-ticaretin pazarlamayı olumlu yönde değiştirdiğini ve pazarlamacıların sosyal ağ siteleri aracılığıyla müşterilerle iletişim halinde olmalarını kolaylaştırdığını anlamada yardımcı olur.
Keywords
e-ticaret e-pazarlama Web 2.0 rekabet müşteri odaklı pazarlama araçları olarak sosyal ağlar
References
- Allen, E. & Fjermestad, J. 2001. E-Commerce Marketing Strategies: An Integrated Framework and Case Analysis. Logistics Information Management, vol.14, no.1/2, pp.14-23.
- Bhatt G. & Emdad, A. F. 2001. An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management, vol.14, no.1/2, pp.78-85.
- Chaffey, D., Mayer, R., Johnston, K. & Ellis-Chadwick, F. 2000. Internet Marketing, Strategy, Implementation and Practice. London: FT/Prentice Hall, pp.40-168.
- Constantinides, E. 2002. The 4S Web-Marketing Mix Model. Electronic Commerce Research and Applications, vol.1, no.1, pp.57-76.
- Goi, C. L. 2009. A Review of Marketing Mix: 4Ps or more. Journal of Marketing Studies, vol.1, no.1, pp.1-15. Available at: http://webcache.googleusercontent.com/search?q=cache:9mTgEaBVN0AJ:ccsenet.org/journal/index.php/ijms/article/download/97/1552+&cd=1&hl=en&ct=clnk&gl=uk [Accessed on 7 September 2019]
- Kambil, A. & Nunes, P. 2000. Internet Marketing: Lessons from the Field, Research Note. Accenture Institute for Strategic Change, p.1. Available at: http://www.accenture.com/xd/xd.asp?it=enweb&xd=_isc/iscresearchnote_12.xml [Accessed on 7 September 2019].
- Kent, T. & Brown, R. B. 2006. Erotic Retailing in the UK (1963-2003) - The View from the Marketing Mix. Journal of Management History, vol.12, no.2, pp.199-211.
- Kotler, P. 2003. Marketing Management (11th ed.). London: Prentice-Hall International Editions, pp.4-136.
- Lawrence, E., Corbitt, B, Fisher, J.A, Lawrence, J. & Tidwell, A. 2000. Internet Commerce (2nd ed.). New Jersey: John Wiley & Sons Australia Ltd, pp.51-79.
- Möller, K. 2006. The Marketing Mix Revisited: Towards the 21st Century Marketing by E. Constantinides. Journal of Marketing Management, vol.22, no.3, pp.439-450.
- O’Connor, J. & Galvin, E. 1997. Marketing and Information Technology – The strategy, Application and Implementation of IT in Marketing. London: Pitman Publishing, pp.6-122.
- Schultz, D. E. 2001. Marketers: Bid Farewell To Strategy Based on Old 4Ps. Marketing News, vol.35, no.2, p.7.
- Timmers, P. 2000. Electronic Commerce – Strategies and Models for Business-to-Business Trading. New Jersey: John Wiley & Sons, pp.20-152.
- Turban, E., Lee, J., King, D., & Chung, H.M. 1999. Electronic Commerce: A Managerial Perspective. London: Prentice-Hall, pp.8-120.
- Wang, K. L., Wang, Y. & Yao, J. T. 2005. A Comparative Study on Marketing Mix Models for Digital Products. Proceedings of the First International Workshop on Internet and Network Economics (WINE'05), Hong Kong, China, December 15-17, pp.660-669.
Details
| Primary Language | English |
|---|---|
| Subjects | Business Administration |
| Journal Section | Research Articles |
| Authors | |
| Publication Date | July 31, 2020 |
| Submission Date | April 22, 2020 |
| Published in Issue | Year 2020 Volume: 1 Issue: 1 |
Dizinler (Indexing)