Navigating the Digital Marketplace: A Review of Marketing Mix Approaches in Online Retailing
Keywords:
Digital Marketplace, Marketing Mix, Online Retail.Abstract
The purpose of this study is to provide recommendations to online retailers on marketing strategies that can help them achieve success in the increasingly complex digital market. By understanding the various approaches to mix marketing and related phenomena, retailers are expected to optimize their performance and win the competition in the online retail market. The study uses descriptive research methods to analyze literature sources, including journal articles, books, and related research reports, to understand the different approaches to marketing mix in the online retail environment. The findings provide valuable insights for business practitioners in understanding the importance of digital marketing and marketing mix in optimizing online retail performance.
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