Modern marketing mix for online shops

In this article a model of modern marketing mix for online shops is offered. The admissibility of various grouping of marketing variables within the framework of one marketing mix is substantiated. The basic factors influencing the efficiency of sales promotion in online shops are described. The marketing variables are grouped by three components: “Assortment of goods”, “Promotion”, “Service”. The technique for management of goods assortment is considered. The sales promotion tools are described. The basic indicators of the efficiency of delivery service and the call center of online shops are considered.