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Measuring E-Marketing Mix Elements for Online Business

Author

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  • Sam Kin Meng

    (University of Macau, China)

  • Chris Chatwin

    (University of Sussex, UK)

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.

Suggested Citation

  • Sam Kin Meng & Chris Chatwin, 2012. "Measuring E-Marketing Mix Elements for Online Business," International Journal of E-Entrepreneurship and Innovation (IJEEI), IGI Global, vol. 3(3), pages 13-26, July.
    • Handle: RePEc:igg:jeei00:v:3:y:2012:i:3:p:13-26
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