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

Efthymios Constantinides

doi:10.1109/HICSS.2002.994217

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

Efthymios Constantinides

Faculty of Behavioural, Management and Social Sciences

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

7 Citations (Scopus)

602 Downloads (Pure)

Abstract

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 language	English
Title of host publication	HICSS 35: Hawaii international conference on system sciences (proceedings on http://www.hicss.hawaii.edu/HICSS_35/HICSSpapers/)
Place of Publication	Wailoloa Village, Big Island, Hawaii
Publisher	IEEE
Pages	-
Number of pages	11
ISBN (Print)	9780769514352
DOIs	https://doi.org/10.1109/HICSS.2002.994217
Publication status	Published - 2002
Event	35th Annual Hawaii International Conference on System Sciences, HICSS 2002 - Big Island, United States Duration: 7 Jan 2002 → 10 Jan 2002 Conference number: 35

Publication series

Name
Publisher	IEEE

Conference

Conference	35th Annual Hawaii International Conference on System Sciences, HICSS 2002
Abbreviated title	HICSS
Country/Territory	United States
City	Big Island
Period	7/01/02 → 10/01/02

Keywords

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

Access to Document

10.1109/HICSS.2002.994217

00994217

Cite this

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title = "From physical marketing to Web marketing: The Web-Marketing Mix",

abstract = "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.",

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author = "Efthymios Constantinides",

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language = "English",

isbn = "9780769514352",

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address = "United States",

note = "35th Annual Hawaii International Conference on System Sciences, HICSS 2002, HICSS ; Conference date: 07-01-2002 Through 10-01-2002",

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Constantinides, E 2002, From physical marketing to Web marketing: The Web-Marketing Mix. in HICSS 35: Hawaii international conference on system sciences (proceedings on http://www.hicss.hawaii.edu/HICSS_35/HICSSpapers/). IEEE, Wailoloa Village, Big Island, Hawaii, pp. -, 35th Annual Hawaii International Conference on System Sciences, HICSS 2002, Big Island, Hawaii, United States, 7/01/02. https://doi.org/10.1109/HICSS.2002.994217

From physical marketing to Web marketing: The Web-Marketing Mix. / Constantinides, Efthymios.
HICSS 35: Hawaii international conference on system sciences (proceedings on http://www.hicss.hawaii.edu/HICSS_35/HICSSpapers/). Wailoloa Village, Big Island, Hawaii: IEEE, 2002. p. -.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

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AB - 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.

KW - E-commerce

KW - Digital Marketing

KW - online marketing strategy

KW - Web marketing

KW - Internet Commerce

KW - E-Commerce Marketing

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DO - 10.1109/HICSS.2002.994217

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BT - HICSS 35: Hawaii international conference on system sciences (proceedings on http://www.hicss.hawaii.edu/HICSS_35/HICSSpapers/)

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T2 - 35th Annual Hawaii International Conference on System Sciences, HICSS 2002

Y2 - 7 January 2002 through 10 January 2002

ER -

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

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Keywords

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