E‐commerce marketing strategies: an integrated framework and case analysis

Abstract

Demonstrates the usefulness of the traditional marketing model in developing e-commerce marketing strategies. Discusses four e-commerce frameworks and integrates them with the traditional marketing model (product, price, promotion, and distribution) to develop a complete framework. Discusses how the e-commerce strategies could be applied to a real company using the integrated model.

The Marketing Mix Revisited: Towards the 21st Century Marketing

“…-Comparing the extend of criticism expressed in the more "traditional" marketing areas one could argue that the proportion of researchers and writers who seem to be in favour of the 4P's as the E-Commerce marketing paradigm even in its basic, original form is relatively high (Peattie 1997;O'Connor and Galvin 2000;Bhatt and Emdad 2001;Allen and Fjermestad 2001). Other authors favour minor changes likely to make the framework more suitable for the Internet environment (Aldridge et al 1997;Lawrence et al 2000).…”

The Adoption of Web-Based Marketing in the Travel and Tourism Industry: An Empirical Investigation in Egypt

“…Similarly, claimed that the internet technology is changing the focus of marketing, enabling more interaction than ever before and building of relationships. Moreover, Allen and Fjermestad (2001) claimed that the internet has significant implications for the whole marketing mix, including adverting, research, sales, promotion, distribution and customer support. Porter (2001) on the other hand, argued that the internet will not change the basic rules of business; the existing value chain model still applies but needs to be modified in light of the internet and electronic technologies.…”

“…Another group of researchers attempted to lay down the conceptual foundations and theory related to marketing on the Internet John et al, 1999;Achrol and Kotler, 1999;Hoffman and Novak, 1997;Samiee, 1998;Keeny and Marshall, 2000;Mckenna, 1995;Rayport and Sviokla, 1994;Allen and Fjermestad, 2001;Porter, 2001). The main aim of this line of research was to discover whether the marketing concepts and theories that govern the marketing decisions in the traditional context are similar or different from those in the electronic context.…”

Analyzing E-Commerce Websites: A Quali-Quantitive Approach for the User Perceived Web Quality (UPWQ)

“…The "conservative" think the 4P paradigm is able to adapt to environmental changes, including new elements within each P (Van Waterschoot & Van den Bulte, 1992;Aldridge, Forcht, & Pierson, 1997;Peattie & Peters, 1997;Bhatt & Emdad, 2001;Allen & Fjermestad, 2001); on the other hand the "revisionist" claims that the 4P paradigm is outdated and needs a formal review (Costantinides, 2002 andChen, 2006), considering in particular the emerging field of electronic marketing (e-marketing) and its peculiarities (Kalyanam & McIntyre, 2002;Kimiloglu, 2004).…”