Features of transformation of marketing in e-commerce

TL;DR

This paper explores how e-commerce influences the transformation of marketing theory and practice, highlighting internet-marketing as a distinct form shaped by new institutional conditions.

Contribution

It introduces internet-marketing as an independent marketing form developed under new institutional conditions, expanding traditional marketing frameworks.

Findings

Internet-marketing is a distinct form of marketing.

E-commerce drives significant changes in marketing practices.

Transformation of marketing is influenced by new institutional conditions.

Abstract

Article about influence of e-commerce on transformation of the theory and practice of marketing. The author considers Internet-marketing as the independent form of marketing formed under the general laws in new institutional conditions.