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Marketing Tools in E-Commerce

Author

Listed:
  • Yuri Anatolievich Savinov

    (Russian Foreign Trade Academy, Moscow, Russia)

  • Lyubov` Arkadyevna Strizhkovà

    (Russian Foreign Trade Academy, Moscow, Russia)

  • Evgenija Vadimovna Taranovskaja

    (Russian Foreign Trade Academy, Moscow, Russia)

  • Anna Vasilyevna Skurova

    (Moscow State Institute of International Relations (University) MFA Russia, Moscow, Russia)

Abstract

The authors consider the development and adaptation of marketing tools to boost sales of the goods distributed via B2B (business-to-business) and B2C (business-to-consumer) e-commerce channels. Special attention is paid to the product diversification factors in the face of growing demand and to the customer service tools to increase domestic and international sales. In this regard, the authors identify the tools that facilitate market segmentation and sales growth, in particular granting various bonuses and discounts to buyers.

Suggested Citation

  • Yuri Anatolievich Savinov & Lyubov` Arkadyevna Strizhkovà & Evgenija Vadimovna Taranovskaja & Anna Vasilyevna Skurova, 2021. "Marketing Tools in E-Commerce," Russian Foreign Economic Journal, Russian Foreign Trade Academy Ministry of economic development of the Russian Federation, issue 2, pages 57-65, February.
    • Handle: RePEc:alq:rufejo:rfej_2021_02_57-65
    DOI: 10.24411/2072-8042-2021-2-57-65
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