A1 Journal article (refereed)
Inbound marketing : practical aspects of promoting goods and services in e-commerce (2019)

Baranchenko, Y., Aksom, H., Zhylinska, O., Firsova, S., & Datskova, D. (2019). Inbound marketing : practical aspects of promoting goods and services in e-commerce. Marketing and Management of Innovations, (4), 308-320. https://doi.org/10.21272/mmi.2019.4-24

JYU authors or editors

Publication details

All authors or editors: Baranchenko, Yevhen; Aksom, Herman; Zhylinska, Oksana; Firsova, Svitlana; Datskova, Daryna

Journal or series: Marketing and Management of Innovations

ISSN: 2218-4511

eISSN: 2227-6718

Publication year: 2019

Issue number: 4

Pages range: 308-320

Publisher: Sumy State University

Publication country: Ukraine

Publication language: English

DOI: https://doi.org/10.21272/mmi.2019.4-24

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/67634


This 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.

Keywords: electronic commerce; electronic business; marketing; digital marketing; marketing planning; promotion (furtherance); customer experience; decision making

Free keywords: COPRAS method; decision-tree; e-commerce; e-shop; inbound marketing; infant nutrition; lead; outbound marketing; promotion; Ukraine

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2019

JUFO rating: 0

Last updated on 2021-09-08 at 11:12