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dc.contributor.authorBaranchenko, Yevhen
dc.contributor.authorAksom, Herman
dc.contributor.authorZhylinska, Oksana
dc.contributor.authorFirsova, Svitlana
dc.contributor.authorDatskova, Daryna
dc.date.accessioned2020-01-30T12:15:00Z
dc.date.available2020-01-30T12:15:00Z
dc.date.issued2019
dc.identifier.citationBaranchenko, Y., Aksom, H., Zhylinska, O., Firsova, S., & Datskova, D. (2019). Inbound marketing : practical aspects of promoting goods and services in e-commerce. <i>Marketing and Management of Innovations</i>, (4), 308-320. <a href="https://doi.org/10.21272/mmi.2019.4-24" target="_blank">https://doi.org/10.21272/mmi.2019.4-24</a>
dc.identifier.otherCONVID_34477266
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/67634
dc.description.abstractThis paper summarizes the features of the functioning of e-commerce in Ukraine. It has been proven that the activity of e-shops as important subjects of the e-commerce market is under-regulated. This leads to consumer dissatisfaction with service quality in the online environment. The necessity of criteria creation was shown, which give them opportunities to e-shops management improve their service and enhance the level of satisfaction of target consumers, primarily based on the effective use of the newest method of promoting goods and services in e-commerce - inbound marketing on the example of infant nutrition. Rating evaluation of functional characteristics of infant nutrition e-shops was done using methods of multicriteria analysis, namely the COPRAS method. It is determined that the functionality and convenience of the e-shop are the main criteria that shape their competitive advantage. The focus of the paper is concentrated on the building rationale for promotion e-shops with the latest inbound marketing techniques. Peculiarities of using different inbound marketing tools on each stage were defined, which implicate a change of Internet-user status from visitor to promoter. An example of evaluating existing alternatives for promoting e-shop (inbound marketing, outbound marketing, or no promotion, in general, was provided). In particular, the decision-making process for choosing promotional tools for infant nutrition e-shop was schematized with the basis of alternatives evaluation by using one of the most common decision-making tools – decision tree. The economic effectiveness of using inbound marketing tools in comparison with outbound marketing tools was proven. The proposed methodological approach can be used by e-shop management for substantiation of management decisions on optimization of goods and services promotion and will increase the loyalty of target audience and popularize brands in e-commerce.en
dc.format.mimetypeapplication/pdf
dc.languageeng
dc.language.isoeng
dc.publisherSumy State University
dc.relation.ispartofseriesMarketing and Management of Innovations
dc.rightsIn Copyright
dc.subject.otherCOPRAS-menetelmä
dc.subject.otherUkraina
dc.subject.otherCOPRAS method
dc.subject.otherdecision-tree
dc.subject.othere-commerce
dc.subject.othere-shop
dc.subject.otherinbound marketing
dc.subject.otherinfant nutrition
dc.subject.otherlead
dc.subject.otheroutbound marketing
dc.subject.otherpromotion
dc.subject.otherUkraine
dc.titleInbound marketing : practical aspects of promoting goods and services in e-commerce
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202001301903
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineBasic or discovery scholarshipfi
dc.contributor.oppiaineBasic or discovery scholarshipen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.description.reviewstatuspeerReviewed
dc.format.pagerange308-320
dc.relation.issn2218-4511
dc.relation.numberinseries4
dc.type.versionpublishedVersion
dc.rights.copyright© The author(s) 2019
dc.rights.accesslevelopenAccessfi
dc.subject.ysomarkkinoinnin suunnittelu
dc.subject.ysoverkkokauppa
dc.subject.ysoasiakaskokemus
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoverkkoliiketoiminta
dc.subject.ysoedistäminen
dc.subject.ysomarkkinointi
dc.subject.ysopäätöksenteko
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p38264
jyx.subject.urihttp://www.yso.fi/onto/yso/p9457
jyx.subject.urihttp://www.yso.fi/onto/yso/p24882
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p9459
jyx.subject.urihttp://www.yso.fi/onto/yso/p14978
jyx.subject.urihttp://www.yso.fi/onto/yso/p5878
jyx.subject.urihttp://www.yso.fi/onto/yso/p8743
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en
dc.relation.doi10.21272/mmi.2019.4-24


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