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THE EMERGENCE OF E-COMMERCE IN INDIA: A UNIQUE MARKETING STRATEGY
Authors: Ms. Abhilasha Sharma,Ms. Kamini Singh,Ms. Ankita Sharma

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E-commerce stands for electronic commerce and pertains to trading in goods and services
through the electronic medium. The use of e-commerce has been growing, creating new
opportunities for business tycoon to improve current ways of doing business and influencing
the development of competitive marketing strategy. This article highlights the narrow usage
of the e-commerce concept due to the under estimation of its major benefits. These benefits
will be received by those companies which are willing to change their organizations and
business processes to fully exploit the opportunities offered by e-commerce. However,
electronic commerce describes the buying and selling of products, services, and info through
computer networks i.e. internet. The concept of e-commerce includes a broad spectrum of
commercial activities, which range from the simple provision on the internet of information
or advertising about products and services that remain physical and are ordered, delivered and
paid by physical means. The purpose of this paper is to outline the role of supply chain
management in success of e-commerce as backend tool. In short, the main focus of this paper
is exploring the idea of applying the marketing mix variable, i.e., products, place, price and
promotion to e-commerce problems