Measuring E-Marketing Mix Elements for Online Business
| Autor: | Sam Kin Meng, Chris Chatwin |
|---|---|
| Rok vydání: | 2012 |
| Předmět: |
Knowledge management
Marketing mix modeling Composite score Computer science business.industry media_common.quotation_subject Marketing mix Marketing strategy Management Information Systems Product (business) Promotion (rank) Management of Technology and Innovation Online business Business and International Management Marketing business Law media_common |
| Zdroj: | International Journal of E-Entrepreneurship and Innovation. 3:13-26 |
| ISSN: | 1947-8593 1947-8585 |
| Popis: | E-marketing strategy is normally based and built upon the traditional 4 P’s (Product, Price, Promotion, and Place) that forms the classic marketing mix; e-marketing’s uniqueness is created using a series of specific and relational functions that are combined with the 4P’s to form the e-marketing mix elements, each of which contain associated e-marketing mix tools that are provided on business web sites to facilitate sales transactions. This research analyses the importance of each e-marketing tool related to its supporting e-marketing mix element. Furthermore, the composite score of each e-marketing mix element is determined. This research concludes with a discussion of the relative weights of e-marketing tools. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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