May 2026
Original scientific article
APPLYING THE 4PS MARKETING MODEL TO EVALUATE THE SUCCESS OF E-COMMERCE STRATEGIES IN CONSUMER RETENTION
This study examines how well e-commerce tactics work to encourage client retention in digital retail settings using the 4Ps Marketing Strategy (Product, Place, Price, and Promotion). The study addresses the gap of missing an integrated quantitative framework capable of systematically linking the conventional marketing mix dimensions with measurable...
By Arasuraja Ganesan, G.H. Kerinab Beenu, V. Aruna, K. Rajamani