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Electronic Marketing Channels: The Digital Influence on Marketing


Affiliations
1 Global Institute of Management & Technology, Noida, (U.P.), India
 

Marketing is undergoing a fundamental transformation. This revolution is driven by a number of factors biz increased consumer resistance to traditional marketing methods, the proliferation of communication channels and ever changing legal constraints. In response, leading consumer-oriented organizations are dramatically adjusting their marketing mix to take better advantage of less traditional but ultimately more effective consumer interaction channels. As a result, these Organizations will be able to deliver more timely and relevant marketing messages and will ultimately create stronger and more valuable customer relationships. Firms are increasingly implementing electronic distribution strategies to augment existing infrastructure for product and service delivery. The aim of this research paper is to find out a set of factors and channel choice functions that are considered important in making channel decisions and identification of key benefits of electronic marketing channel for the organization.

Keywords

Distribution Channels, E-commerce, E-distribution, E- Marketing Channels.
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  • Electronic Marketing Channels: The Digital Influence on Marketing

Abstract Views: 247  |  PDF Views: 18

Authors

Nitin Singh
Global Institute of Management & Technology, Noida, (U.P.), India

Abstract


Marketing is undergoing a fundamental transformation. This revolution is driven by a number of factors biz increased consumer resistance to traditional marketing methods, the proliferation of communication channels and ever changing legal constraints. In response, leading consumer-oriented organizations are dramatically adjusting their marketing mix to take better advantage of less traditional but ultimately more effective consumer interaction channels. As a result, these Organizations will be able to deliver more timely and relevant marketing messages and will ultimately create stronger and more valuable customer relationships. Firms are increasingly implementing electronic distribution strategies to augment existing infrastructure for product and service delivery. The aim of this research paper is to find out a set of factors and channel choice functions that are considered important in making channel decisions and identification of key benefits of electronic marketing channel for the organization.

Keywords


Distribution Channels, E-commerce, E-distribution, E- Marketing Channels.



DOI: https://doi.org/10.20968/rpm%2F2013%2Fv11%2Fi1%2F78270