The Marketing Mix in the online Environment

Abstract

The introduction of the Internet into our lives has brought many opportunities that affected also marketing. With the development of the Internet, online sales (e-sales) have become more common in every day society and to a certain extent even replaced components of the traditional environment. The Internet is a new channel of communication which brings new opportunities in marketing. Nowadays, online marketing has taken over more and more of the budgets allocated for marketing, increasingly diminishing traditional marketing in favor of online promotion activities. This paper will present how the marketing mix adapts to the online environment.