Measuring E-Marketing Mix Elements Based on Associated E-Marketing Tools in E-Commerce

Authors

K. M. Sam, Department of Accounting and Information Management, Faculty of Business Administration, University of Macau, MacauFollow
C. R. Chatwin, School of Science & Technology, University of Sussex, Sussex House, Brighton, United Kingdom

Document Type

Article

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. Nowadays, what gives e-marketing its uniqueness is 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 emarketing mix tools that are provided on business web sites to facilitate sales transactions. This paper evaluates the importance of each e-marketing tool related to its e-marketing mix element. Furthermore, the weight of each e-marketing mix element is determined. This paper concludes with a discussion of the relative weights of e-marketing tools.

Recommended Citation

Sam, K. M. and Chatwin, C. R., "Measuring E-Marketing Mix Elements Based on Associated E-Marketing Tools in E-Commerce" (2010). ICEB 2010 Proceedings (Shanghai, China). 80.
https://aisel.aisnet.org/iceb2010/80