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Measuring the Relative Weights of E-Marketing Tools for Online Businesses
Sam Kin Meng1; Chris Chatwin2
2013
Source PublicationInternational Journal of E-Entrepreneurship and Innovation
ISSN1947-8585
Volume3Issue:3Pages:13-26
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.

KeywordRelative Weight E-marketing Mix Element E-marketing Mix Model E-marketing Tools Factor Analysis
DOIhttp://dx.doi.org/10.4018/jeei.2012070102
Language英语
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Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF ACCOUNTING AND INFORMATION MANAGEMENT
Affiliation1.University of Macau, China
2.University of Sussex, UK
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Sam Kin Meng,Chris Chatwin. Measuring the Relative Weights of E-Marketing Tools for Online Businesses[J]. International Journal of E-Entrepreneurship and Innovation,2013,3(3):13-26.
APA Sam Kin Meng,&Chris Chatwin.(2013).Measuring the Relative Weights of E-Marketing Tools for Online Businesses.International Journal of E-Entrepreneurship and Innovation,3(3),13-26.
MLA Sam Kin Meng,et al."Measuring the Relative Weights of E-Marketing Tools for Online Businesses".International Journal of E-Entrepreneurship and Innovation 3.3(2013):13-26.
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