Marketing Tools in E-Commerce

Yuri Anatolievich Savinov, Lyubov` Arkadyevna Strizhkovà, Evgenija Vadimovna Taranovskaja and Anna Vasilyevna Skurova
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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

Russian Foreign Economic Journal, 2021, issue 2, 57-65

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.

Keywords: E-commerce; B2B sales; retail sales; customer service tools; sales growth; stable customer groups; omnichannel commerce; bonuses to buyers. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:alq:rufejo:rfej_2021_02_57-65

DOI: 10.24411/2072-8042-2021-2-57-65

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