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The comparison of structure differences between internet marketing and traditional marketing

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  • Ching-Yaw Chen

Abstract

With the development of business society and the progress of information technology, the internet has become a unique business environment. Meanwhile, the marketing technique applied in electronic commerce, the business activity on the internet, has even become a marketing way that a lot of companies would like to explore. As such, this article studies traditional marketing and internet marketing of electronic commerce, respectively. The study result reveals that the significant difference between them comes from the combination of traditional marketing (4Ps: product, price, place and promotion) and that of internet marketing (8Ps: 4Ps plus precision, payment, personalisation and push and pull). Through literature coordination, we establish a framework for both traditional marketing and internet marketing and find that internet marketing is derived from traditional marketing. This article will focus on the relationship between them to accomplish a thorough study.

Suggested Citation

  • Ching-Yaw Chen, 2006. "The comparison of structure differences between internet marketing and traditional marketing," International Journal of Management and Enterprise Development, Inderscience Enterprises Ltd, vol. 3(4), pages 397-417.
    • Handle: RePEc:ids:ijmede:v:3:y:2006:i:4:p:397-417
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    Cited by:

    1. Mohammed Nuseir, 2016. "Exploring the Use of Online Marketing Strategies and Digital Media to Improve the Brand Loyalty and Customer Retention," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(4), pages 228-228, March.
    2. Melović, Boban & Jocović, Mijat & Dabić, Marina & Vulić, Tamara Backović & Dudic, Branislav, 2020. "The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro," Technology in Society, Elsevier, vol. 63(C).

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