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MARKETING APPROACH TO E-COMMERCE IN LOGISTIC SERVICES MARKET
 
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1
Wydział Inżynierii Zarządzania, Politechnika Poznańska, Polska
2
Instytut Inżynierii Bezpieczeństwa i Jakości, Politechnika Poznańska, Polska
CORRESPONDING AUTHOR
Joanna Majchrzak   

Instytut Inżynierii Bezpieczeństwa i Jakości, Politechnika Poznańska, J. Rychlewskiego 2, 60-965, Poznań, Polska
Submission date: 2020-10-30
Final revision date: 2020-11-23
Acceptance date: 2020-11-30
Publication date: 2021-01-29
 
Organizacja i Zarządzanie 2020;82:21–34
 
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ABSTRACT
The main objective of this paper is to indicate the concept of the marketing mix modal application for the e-commerce activities in the field of online store carrier services. In order to realize such a research objective, first, the issue of marketing mix, especially for the services marketing, was clarified. Second, the e-commerce in the field of carrier services and parcel locker services in Polish market were characterized. The e-commerce market entities relationship structure was presented. Third, based on the 7P model of marketing mix (Booms, Bitner, 1981) the elements of marketing mix were conceptualized, and the examples were presented in accordance to the activates of selected logistic services company. Fourth, the methods and tools of integrated marketing communication of the company were analysed. The research on terminology unification, conceptualization and interpretation of the mar-keting mix elements, and their application in logistics service market, was indicated as the direction for the future studies. The research results presented in this paper were conducted according to monographic method, considering the case study of selected logistic service company.
ISSN:0239-9415