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| Author: | Kalyanam, K. McIntyre, S. |
| Title: | The E-Marketing Mix: A Contribution of the E-Tailing Wars |
| Journal: | Journal of the Academy of Marketing Science
2002 : FALL, VOL. 30:4, p. 487-499 |
| Index terms: | ELECTRONIC COMMERCE INTERNET MARKETING MARKETING MIX |
| Language: | eng |
| Abstract: | In the context of the wars between the upstart Internet retailers and the existing bricks-and-mortar retailers, many e-marketing techniques were invented. This article develops a single unifying and theoretically based taxonomy for e-marketing techniques: the e-marketing mix. Drawing on the paradigms of exchange, relationships, and digital interactions in networks, 11 e- marketing functions are identified that form the elements of the e-marketing mix. Nine of the 11 e-marketing functions are considered basic, while 7 functions moderate the effects of others and are termed overlapping. The 11 e-marketing functions provide a categorization of the e-marketing techniques. |
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