Development of the elements of the marketing-mix in the organizations of Internet commerce in Russia

Abstract

Online trading in Russia shows one of the most dynamic growth rates. Along with other factors, this is ensured by the marketing activities of participating enterprises, with the help of which they attract customers and increase revenues. The article analyzes the latest trends in the marketing mix of Internet commerce in the Russian Federation in terms of 4P elements. Within each element of the marketing mix, the leading driver trends have been identified that determine the principal directions for further development - both each 4P element separately and the entire marketing-mix. The trends thatare associated with changes in customer requirements, preferences and habits are identified.