Marketing Mix for Electronic Retailing

This research is an attempt to define the e tailing mix that was missing since long from marketing literature. Towards the end an attempt has been made to link the e tailing mix elements with consumer motives. A model has been proposed and confirmed using the Structural equation modeling. The authors are sure that it will be an interesting read for all and specially the practicing managers. There is always a scope for improvements.The authors welcome suggestions.

Autorentext

Il Prof. Samant Shant Priya è professore associato presso il Lal Bahadur Shastri Institute of Management (LBSIM) di Nuova Delhi. Il dott. Vimlesh Kumar Soni è professore assistente presso il MANIT di Bhopal.