Measuring e-marketing mix elements for online business

Meng, Sam Kin and Chatwin, Chris (2013) Measuring e-marketing mix elements for online business. International Journal of E-Entrepreneurship and Innovation, 3 (3). pp. 13-26. ISSN 1947-8585

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Abstract

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.

Item Type: Article
Keywords: E-Marketing Mix Element, E-Marketing Mix Model, E-Marketing Tools, Factor Analysis,Relative Weight
Schools and Departments: School of Engineering and Informatics > Engineering and Design
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Q Science > QA Mathematics > QA0075 Electronic computers. Computer science
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4450 Databases
Depositing User: Chris Chatwin
Date Deposited: 04 Sep 2012 15:29
Last Modified: 04 Sep 2012 15:29
URI: http://sro.sussex.ac.uk/id/eprint/40492
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