Measuring E-Marketing Mix Elements for Online Business

Sam Kin Meng and Chris Chatwin
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Sam Kin Meng: University of Macau, China
Chris Chatwin: University of Sussex, UK

International Journal of E-Entrepreneurship and Innovation (IJEEI), 2012, vol. 3, issue 3, 13-26

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.

Date: 2012
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