From Physical Marketing to Web Marketing: The Web-Marketing Mix

Topics:
Business Models,
e-Business and e-Commerce,
Internet Advertising
Tags:
Marketing,
Marketing Research,
Web
Source:
Institute of Electrical and Electronics Engineers

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Overview: Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful E-Commerce is the full integration of the virtual activities into the company's physical strategy, marketing plan and organisational processes.

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Format: PDF | Size: 352KB | Date: Dec 2001 | Pages: 11

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