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Measuring E-Marketing Mix Elements for Online Business

Measuring E-Marketing Mix Elements for Online Business

Sam Kin Meng, Chris Chatwin
Copyright: © 2012 |Volume: 3 |Issue: 3 |Pages: 14
ISSN: 1947-8585|EISSN: 1947-8593|EISBN13: 9781466611894|DOI: 10.4018/jeei.2012070102
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MLA

Meng, Sam Kin, and Chris Chatwin. "Measuring E-Marketing Mix Elements for Online Business." IJEEI vol.3, no.3 2012: pp.13-26. http://doi.org/10.4018/jeei.2012070102

APA

Meng, S. K. & Chatwin, C. (2012). Measuring E-Marketing Mix Elements for Online Business. International Journal of E-Entrepreneurship and Innovation (IJEEI), 3(3), 13-26. http://doi.org/10.4018/jeei.2012070102

Chicago

Meng, Sam Kin, and Chris Chatwin. "Measuring E-Marketing Mix Elements for Online Business," International Journal of E-Entrepreneurship and Innovation (IJEEI) 3, no.3: 13-26. http://doi.org/10.4018/jeei.2012070102

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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.

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