Published October 23, 2018
| Version 1
Journal article
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Development of marketing-mix elements for the Internet trade enterprises in Ukraine
Description
Internet trade in Ukraine shows a high pace of growth. Along with other factors, it is supported by marketing activities of participating enterprises that attract customers and, therefore, increase revenues. The article analyzes the latest trends in the marketing mix of e-commerce in Ukraine from the perspective of 4P elements. The leading trends-drivers have been identified within each element of the marketing mix. These trends determine primary directions of their further development for each of 4P-element and for the entire marketing-mix complex. The author also connects revealed trends with changes in customers’ requirements, preferences and habits.
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References
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