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Measuring e-marketing mix elements for online business
journal contribution
posted on 2023-06-08, 12:17 authored by Sam Kin Meng, Chris ChatwinChris ChatwinE-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.
History
Publication status
- Published
Journal
International Journal of E-Entrepreneurship and InnovationISSN
1947-8585Publisher
IGI Global PublishingExternal DOI
Issue
3Volume
3Page range
13-26Department affiliated with
- Engineering and Design Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-09-04Usage metrics
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