From physical marketing to Web marketing: The Web-Marketing Mix

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

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Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the marketing mix when applied in online environments namely the role of the Ps in a virtual commercial setting and the lack of any strategic elements in the model. Identifies the critical factors of the Web marketing and argues that the basis for successful e-commerce is the full integration of virtual activities into the company's physical strategy, marketing plan and organisational processes. The 4S elements of the Web marketing mix framework offer the basis for developing and commercialising business to consumer online projects. The model was originally developed for educational purposes and has been tested and refined by means of three case studies.
Original languageEnglish
Title of host publicationHICSS 35: Hawaii international conference on system sciences (proceedings on
Place of PublicationWailoloa Village, Big Island, Hawaii
Number of pages11
ISBN (Print)9780769514352
Publication statusPublished - 2002
Event35th Annual Hawaii International Conference on System Sciences, HICSS 2002 - Big Island, United States
Duration: 7 Jan 200210 Jan 2002
Conference number: 35

Publication series



Conference35th Annual Hawaii International Conference on System Sciences, HICSS 2002
Abbreviated titleHICSS
CountryUnited States
CityBig Island


  • E-commerce
  • Digital Marketing
  • online marketing strategy
  • Web marketing
  • Internet Commerce
  • E-Commerce Marketing

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