Even today, many operators still see and use e-commerce platforms only as a pure distribution channel. The possibilities to optimally integrate the website into their own marketing mix remain unexploited in some areas, especially in the area of product policy. Product policy encompasses all decisions related to the characteristics of the product. In addition to merely offering and presenting the product portfolio, design and packaging as well as highlighting quality, this also includes the often forgotten product-related services.
more… (in German)
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