BAD CATEGORIZATION KILLS GOOD MARKETING STRATEGY WHY PRODUCT CATEGORIZATION IS IMPORTANT IN ELECTRONIC COMMERCE
BAD CATEGORIZATION KILLS GOOD MARKETING STRATEGY WHY PRODUCT CATEGORIZATION IS IMPORTANT IN ELECTRONIC COMMERCE
Author(s): Sorana Varvara MITYKOSubject(s): Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi
Keywords: Product Classification Models; Marketing Strategy; Electronic Commerce; Product Category; Literature Review;
Summary/Abstract: The Internet has become a great catalyst in the advancements of completing transactions independent of the time and space barrier. There is little consensus on the understanding how products should be classified and the vast number of models the literature provides makes it challenging for retailers to correctly use the element of product type in their marketing mix. The objective of this paper is to examine the existing classification models and illustrate the advantages and disadvantages of some selected models. The selection was made by choosing models which differ in the methods used in the respective studies, the unit of analysis and in the way the data has been interpreted by the individual researchers. The conclusion of this paper is no model is perfect and therefore it is vital that the scientific community agree on a standard, which can be used by all parties involved in the transaction.
Journal: Review of Economic and Business Studies (REBS)
- Issue Year: 2011
- Issue No: 8
- Page Range: 331-346
- Page Count: 16
- Language: English