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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 Chatwin
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.

History

Publication status

  • Published

Journal

International Journal of E-Entrepreneurship and Innovation

ISSN

1947-8585

Publisher

IGI Global Publishing

Issue

3

Volume

3

Page range

13-26

Department affiliated with

  • Engineering and Design Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2012-09-04

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    University of Sussex (Publications)

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