A Study on Marketing Mix in Digital Environment

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 in certain extend 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 favour of online promotion activities. The marketing mix was created in the early days of the marketing concept when physical products, physical distribution and mass communication were dominant. This paper will present how the marketing mix adapts to the online environment the two different approaches to marketing mix evolution regarding e-marketing mix and its constituents which provides an up gradation to the existing elements of marketing mix as well as focusing on the development of marketing mix theory for the digital context. The research emphasizes on the variables which creates an affinity in the minds of the customers towards digital shopping.