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An Integrated Approach for Measuring the Relative Importance of E-marketing Tools for Online Businesses
Chris R Chatwin1; Kin Meng Sam2
2013
Source PublicationInternational Journal of E-Business Development
ISSN2225-7411
Volume3Issue:3Pages:137 – 146
Abstract

An effective e-marketing strategy is an important ingredient for the success of any kind of business. 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 contains 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 support of its e-marketing mix element by using an integrated approach which takes account of: i) the relevance of each e-marketing tool to its supporting e-marketing mix element and ii) comparisons of emarketing tools within their e-marketing mix element. The results indicate the e-marketing tools which should be frequently addressed are very important for online stores developing their e-marketing strategy. This research concludes with a discussion of the accuracy and relative importance of the e-marketing tool weights.

Language英语
Fulltext Access
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT
Affiliation1.University of Sussex
2.University of Macau
Recommended Citation
GB/T 7714
Chris R Chatwin,Kin Meng Sam. An Integrated Approach for Measuring the Relative Importance of E-marketing Tools for Online Businesses[J]. International Journal of E-Business Development,2013,3(3):137 – 146.
APA Chris R Chatwin,&Kin Meng Sam.(2013).An Integrated Approach for Measuring the Relative Importance of E-marketing Tools for Online Businesses.International Journal of E-Business Development,3(3),137 – 146.
MLA Chris R Chatwin,et al."An Integrated Approach for Measuring the Relative Importance of E-marketing Tools for Online Businesses".International Journal of E-Business Development 3.3(2013):137 – 146.
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