Transformation of marketing in the e-commerce

TL;DR

This paper explores how e-commerce and the virtual environment are transforming marketing theories and practices, emphasizing Internet-marketing as an independent discipline shaped by digital communication.

Contribution

It highlights the shift in marketing methods, priorities, and structures driven by the virtual environment, establishing Internet-marketing as a distinct field.

Findings

Virtual environment drives marketing transformation

Internet-marketing becomes an independent discipline

Changes in marketing methods and priorities

Abstract

The article is about transformation of the theory and practice of marketing in the conditions of e-commerce and network economy. The author considers Internet-marketing as an independent kind of marketing in the virtual communicative environment. The basic thesis of the article: the virtual environment defines marketing transformation, changing methods, priorities and structure at practice and then theories of marketing.