Academic literature on the topic 'E-commerce marketing mix'
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Journal articles on the topic "E-commerce marketing mix"
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Mangobe, Magaliе Mboyo, and Vasil Ilyich Bespiatykh. "MARKETING MIX IN E-COMMERCE." EurasianUnionScientists 4, no. 6(75) (July 21, 2020): 10–12. http://dx.doi.org/10.31618/esu.2413-9335.2020.4.75.852.
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In recent years, the Internet has changed the way we sell and manufacture products, and manage suppliers, customers, and employees. But, the Internet has also made opaque exchanges and fierce competition. The Internet provides an opportunity for direct communication between the enterprise and consumers, which helps to eliminate the barriers that the media are. Thanks to the Internet, the client has more opportunities: to accurately indicate his expectations, the style of the product he is looking for before moving on to the purchase. This change occurs not only at the level of the supplier and client, but also at the level of marketing tools that enterprises use to promote their goods and services. Our goal is to show the methods of electronic integrated marketing, as well as determine which complex provides more opportunities for electronic marketing.
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Azadi, Siamak, and Elham Rahimzadeh. "Developing Marketing Strategy for Electronic Business by Using McCarthy's Four Marketing Mix Model and Porter’s Five Competitive Forces." EMAJ: Emerging Markets Journal 2, no. 2 (September 11, 2012): 46–58. http://dx.doi.org/10.5195/emaj.2012.25.
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Original Published AbstractConsidering the importance of marketing strategies in a competitive environment dominated by E-commerce and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. Main focus marketing strategies, coordinate activities and allocate appropriate resources to provide marketing operational objectives of the company as a particular product market. Therefore, the main issue related to the realm of marketing strategy, include the specific purpose of determining property markets for a product family or a particular product, then, through the corporate marketing mix according to needs and demands of potential customers in its target market, competitive advantage search And creating synergy are. Considering the importance of marketing strategies in a competitive environment dominated by Electronic markets and also limit the effective implementation of research results in terms of marketing mix in e-participation, can manage sales and marketing in order to implement effective marketing strategies and ultimately achieve organizational goals Sector clients and helped the market. This study usesMcCarthy’s four marketing mix model and Porter’s five competitive forces model to identify strategies for Internetcompanies that respond to the five competitive forces and thereby achieve a competitive advantage. The study provides significant new insights into the development and implementation of e-business strategies that contribute to increased profit. Corrected AbstractE-commerce is growing worldwide and is considered one of the modes and methods of business. This initiative led to the creation of new firms has several advantages over using benefits and this is the motivation for this phenomenon. While e-commerce success in attracting customers for their goods and services, due to systematic scientific principles and techniques that utilize the marketing strategies say . Marketing strategies in electronic markets, it is one of the important issues in the field of new market research has been discussed. But in this very diverse field of view is presented. On the other hand, given that little research has been done in this area , So consider this strategy has increased the importance of, Entering the world of electronic commerce and the use of modern tools and technology in new areas of business, firms will be forced to employ new business strategies, to prepare for their new competitive pressures. The results show that in the domain of e-commerce, two PORTER 'S FIVE COMPETITIVE FORCES AND MCCARTHY ' S FOUR MARKETING MIX MODEL been instrumental in the formulation and development of marketing strategies. And variables used in the model to identify and prioritize and execute marketing strategies in the field of e-commerce is essential. Keywords : marketing, strategies, e-commerce, porter's five competitive forces ,mccarthy's four marketing mix model
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Ghiffarin, Adnan Rifqy, Yusuf Priyandari, and Eko Liquiddanu. "Marketing Analysis for E-Commerce Improvement In Small and Medium Enterprise of Batik Using E-Commerce Marketing Mix Model." IOP Conference Series: Materials Science and Engineering 495 (June 7, 2019): 012044. http://dx.doi.org/10.1088/1757-899x/495/1/012044.
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Li, Qiao Ling. "The Innovation of Tourism Marketing Model on E-Commerce Environment." Advanced Materials Research 926-930 (May 2014): 4041–44. http://dx.doi.org/10.4028/www.scientific.net/amr.926-930.4041.
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The future development of tourism marketing should focus on marketing model for the Chinese market through the use of reasonable technical, find a more accurate, more effective way of marketing to product higher profit margins, but also provide more personalized of the product for consumers, and ultimately achieve long-term growth of tourism economy.This paper discuss the innovation of e-commerce tourism in following four aspects: the innovation of marketing model based on travel agency characteristics, the application of marketing method based on media characteristics, The evaluation innovation of travel agency based on marketing mix model and the innovation of marketing model of travel agency.
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Juwito, Juwito, and Saifuddin Zuhri. "COMMUNICATION STRATEGY AS FACEBOOK SOCIAL NETWORK MARKETING E-COMMERCE MEDIA COMMUNITY SURABAYA (Descriptive Study-Qualitative Sports Equipment Products)." Jurnal MEBIS (Manajemen dan Bisnis) 5, no. 1 (August 24, 2020): 1–11. http://dx.doi.org/10.33005/mebis.v5i1.96.
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In 2014 Indonesia has some young leaders who are well-known as a businessman in the field of e-commerce on the scope of South-East Asia. Therefore, this study aims to Determine the marketing communication strategy of e-commerce in using social networking sites namely Facebook, but anyway the government did not have any collection of data about e- commerce activities. Data source in this study is as much as three informants from community members who use Facebook doing e-commerce for selling sports equipment. The data analysis technique used is the depth interview. The Results Showed that E-commerce in Facebook classified to direct the marketing communications mix Showed Because this study informants that use only the medium of Facebook to promote Reviews their e-commerce activity. E- commerce activities are performed as informants Also inspired by other friends who has already doing e-commerce there. The success of the predecessor as well as has motivated them to Participate in implementing e-commerce activities.
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Suryati, Lili, Eva Dolorosa, and Shenny Oktoriana. "BAURAN PEMASARAN OLAHAN LIDAH BUAYA TERHADAP KEPUTUSAN PEMBELIAN SECARA E-COMMERCE UKM I SUN VERA." SOCA: Jurnal Sosial, Ekonomi Pertanian 14, no. 1 (January 31, 2020): 132. http://dx.doi.org/10.24843/soca.2020.v14.i01.p11.
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The rapid growth in internet users in Indonesia makes the e-commerce business increasingly fierce by business people. UKM I Sun Vera is one of the UKM that develops e-commerce marketing business of processed aloe vera products, but in the implementation of UKM I Sun Vera still experience some obstacles such as sales promotions carried out less than the maximum, less skilled labor, limited knowledge of applications or online business systems so that consumer purchasing decisions in e-commerce are low on the product I SUN VERA. The purpose of this study was to analyze the effect of aloe vera marketing mix on the purchasing decision of e-commerce UKM I Sun Vera. This study used a survey method with quantitative descriptive analysis namely Structural Equation Modeling (SEM) with LISREL 8.80 software. Sampling technique used on this research is purposive sampling, that involved 110 respondents. Data were collected through e-questionnaire with google form. The results showed that the variable marketing mix of products, prices and processes influence purchasing decisions. UKM I Sun Vera must pay attention to the nutritional content of the product on the packaging and add variety to the product uploaded in online marketing media. Sun Vera I SMEs must also pay attention to the affordability of product prices by making product innovations in various sizes and shapes and by adding online payment alternatives to facilitate consumers in terms of payment such as Dana, Gopay, Alfamart / Indomaret, Cash On Delivery and others.
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Fajar Eka Putra, Ida Bagus, and Ida Bagus Teddy Prianthara. "Strategi Bisnis E-Commerce Dalam Optimalisasi Tingkat Hunian Kamar Hotel Dan Villa." Jurnal Manajemen Bisnis 16, no. 1 (January 18, 2019): 28. http://dx.doi.org/10.38043/jmb.v16i1.2017.
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ABSTRACTConventional market transformation into a digital market is influenced by the development of E-commerce technology. Conventional marketing previously used as a marketing media has diminished with the presence of E-commerce technology, conventional market considered to have a shortage in terms of high costs and narrow market reach. The presence of E-commerce is able to expand the market with internet media as a distribution of information to prospective customers. The results of this study found Avilla Group to deal with competitors. Avilla Group using offline and Online market mix techniques in the process of marketing rooms. The offline market is still maintained for maintenance purposes for some customers who have more trust in offline travel agents. The average occupancy rate of units consists of 40% offline and 60% online. E-commerce marketing on Avilla Group is supported by 2 main systems, which are internal system and the Channel manager. The results of SWOT analysts obtain system development innovation instruments to face competitors can be developed on internal systems, so that the strength and opportunities of the online market can be maximized which has an impact on optimal room occupancy rates.
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Chen, Jun, Huan Wu, Xi Zhou, Maoguo Wu, Chenyang Zhao, and Shiyan Xu. "Optimization of Internet of Things E-Commerce Logistics Cloud Service Platform Based on Mobile Communication." Complexity 2021 (March 20, 2021): 1–11. http://dx.doi.org/10.1155/2021/5542914.
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E-commerce conceivable future trade, consumption, and service is a new digital employer mode. Therefore, in order to decorate the customary natural environment of operation, it is quintessential to get rid of the preferred desktop in the true field, create a social logistics and transportation administration computing device with commodity agents and distributors as the key features, and mix freight logistics, business enterprise approach waft and data waft advertising and marketing, and advertising and marketing organically. The notion of e-commerce logistics looks alongside the enchantment vogue of neighborhood technological knowledge and social demand. It is an integral part of ending e-commerce authentic economic value. All kinds of cell networks clear up the problem of data flow communication; in the technological know-how of telephone network, digital cost solves the bother of capital flow; at present, logistics is however a long-standing problem of e-commerce. Logistics has grown to be the last and entirely bottleneck of e-commerce. If logistics cannot adapt to the enchantment of e-commerce, it may also additionally lead to the slow enchantment of e-commerce. The purpose of this paper is to supply an Internet of things (IoT) e-commerce logistics cloud provider platform based totally absolutely on cell communication, which can be combined with e-commerce and beautify the transport tempo of e-commerce. This paper moreover optimizes the e-commerce logistics system, so that it can combine with e-commerce to increase out the distribution of goods, the distribution tempo of e-commerce is doubled, and e-commerce can in a similar fashion develop rapidly.
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Sitorus, Silvy Anita Theresia, and Avanti Fontana. "Business Model Improvement: A Study Case of Channeling through E-commerce." Journal of International Conference Proceedings 4, no. 1 (July 22, 2021): 197–206. http://dx.doi.org/10.32535/jicp.v4i1.1141.
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Micro, Small, and Medium Enterprises or MSMEs contribute to domestic economic growth. However, in the course of business, MSMEs still have obstacles. From the standpoint of internal, namely aspects of non-financial capacity such as management, personnel, marketing, and production, as well as financial aspects such as access to sources of financing, profitability management, and profit growth. External factors, namely political, economic, social, technological, and health situations, have an impact on the stability of business performance. Advances in technology, supported by infrastructure and ease of regulation, have encouraged the growth and development of digital-based businesses. This business coaching method focused on the activities at XYZ's Crackers Business, an Indonesian MSME. The purpose of this business coaching activity is to develop marketing channels for XYZ businesses. Data was collected through interviews, observations and surveys. The data is then collected and analyzed through Business Model Canvas analysis, SWOT and TOWS Business Model Canvas analysis, PESTEL analysis, market opportunity analysis (STP), Marketing Mix analysis, and Gap analysis. The solution obtained is to improve the business model, namely the channel element in the form of adding an online store through e-commerce.
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Dias, Suzi Elen Ferreira, Rosilene Maria dos Santos, Vinicius Martins, and Giuliana Isabella. "Efeitos das Estratégias de Marketing de Compras Coletivas Sobre o Comportamento Impulsivo." Revista Brasileira de Marketing 13, no. 3 (August 11, 2014): 138–51. http://dx.doi.org/10.5585/remark.v13i3.2646.
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Brazil has the second largest e-commerce market in the world. One model used in this sector is "collective buying", a feature of which is impulse sales. Consumer behavior can be influenced by several factors, two of which are addressed in this article: the individual impulsivity of consumers and strategies of mix marketing. Impulsive buying is characterized by an unplanned purchase, i.e. the need to acquire the product arises just before the purchase. Consumers respond differently to mixed strategies depending on their degree of impulsivity. Thus, this article aims to analyze the efficacy of different marketing mix strategies for impulsive and non-impulsive consumer purchasing behavior. 137 participants were given a questionnaire containing the Buying Impulsiveness scale from Rook and Fisher (1995), and statements about the marketing strategies used by collective buying sites. Through a regression analysis, three strategies were found to relate more to impulsivity: search for products from well-known brands, search for deals with big discounts and confidence in receiving the product. For e-commerce and researchers, this study elucidates which strategies, from the consumer's perspective, effectively persuade purchasing behavior.DOI: 10.5585/remark.v13i3.2646
Dissertations / Theses on the topic "E-commerce marketing mix"
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Crlík, Jan. "Dialogové rozhraní pro e-commerce." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223323.
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The diploma thesis consists of creating marketing strategy for a new e-commerce. Then diploma thesis specifies conditions of foundation of e-commerce and describe single marketing instruments which leads to more efficient selling results of e-commerce.
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Blahová, Aneta. "Návrh marketingové strategie vybrané společnosti na trhu e-commerce." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223887.
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In this thesis I have created a draft marketing strategy for the Fashion category of an In-ternet company together with the analysis of internal and external internet trade. The the-sis includes also a marketing research focused on current customers and their buying be-havior. Specific proposals for changes of the user interface and web marketing mix stra-tegies with a focus on communication strategy of the company are also included. The result of this work are specific suggestions and recommendations which would help the company to achieve its strategic goals.
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Klega, Ondřej. "Marketingová strategie elektronického obchodu na trhu software." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4049.
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This diploma thesis clarifies problems of the marketing strategy in e-commerce. It is generally devote to marketing management of the electronic shop and strategic marketing planning. It describes marketing strategie, their systematization and marketing strategies that can be used by e-shop.
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Broström, Viktor, and Elena Martinez. "Grönt värdeskapande : En kvalitativ studie om att skapa och förmedla gröna värden inom e-handeln." Thesis, Södertörns högskola, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-46196.
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The impending climate crisis has raised expectations of companies green marketing, at the same time the digital development and the corona pandemic have shifted consumers buying behavior more towards companies’ e-commerce platforms. The underlying problem behind the study is that companies need to create green value that is perceived as real by their consumers and does not generate a negative effect or is misinterpreted for greenwash. Thus, it is important for companies to create real green value for their consumers via their e-commerce platform that in the long run will contribute to profitability, competitiveness and a more environmentally friendly planet. The purpose of the study is to contribute to an increased understanding of how companies in the Swedish retail business can create and convey green value for consumers via their e-commerce platform. The study uses a qualitative multi-case study where data is collected through interviews from five Swedish retail companies. The empirical data was analyzed through a theoretical framework based on the theories of Customer Value Proposition (CVP) and E-commerce Marketing Mix. The study finds that green value should be combined with other more basic values that are crucial for a purchasing decision, where the green value is then perceived as more real. It could also be stated that green value creation differs between companies because it is based on their customer group and the product categories they offer. Thereby, companies start from the consumer's subjective perception in order to understand how they should act in their value creation. Regarding the conveying of green value, it could be stated that companies' messages are perceived as more credible if they are transparent in their communication. Finally, the study presents three elements that companies should consider in their green value creation; (1) that green value can become more autonomous and offer a direct effect that fills the consumer’s needs, (2) to educate and inform consumers to influence their subjective perception of the green value and, (3) to be transparent to show how green value is created as well as what needs to be improved, thereby reducing greenwash.
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Steklá, Iva. "Internetový marketing elektronického obchodu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224720.
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In this master’s thesis I will be dealing with internet marketing for recently established e-shop which sells handbags. In the thesis the theoretical basics will be described, which then will be used as a starting point for creating individual analysis and for the following-up internet marketing strategic concept, so that the realization of this draft could improve the current e-shop situation and to help with boosting thee-shop’s competitive abilities and making the customer awareness of the e-shop better.
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Sedlák, Radoslav. "Marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416770.
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The diploma thesis deals with the marketing communication of the e-commerce selling food and needs for dogs. The thesis is based on the theoretical knowledge on which the analysis is based. Data from the analysis is then processed and interpreted in order to make communication with the target group more efficient and increase the return on investments inserted into individual communication channels.
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Zídek, Štěpán. "Návrh změn marketingového mixu internetového obchodu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-442342.
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The diploma thesis deals with marketing mix of the online store ESHOP TENNIS, s.r.o. The result of the thesis should be, due to theoretical knowledge and analysis of the current situation, proposals for changes of marketing mix for better marketing communication of the company, conversions growth, the number of customers and better company awareness as well. First part is focused to theoretical level of marketing and its communication, second part analyzes current situation of marketing activities and third part comes with proposals to improve current situation, the conditions of their implementation and evaluate the benefits.
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Toledo, Luciano Augusto. "A internet e o composto de marketing: os casos Banco do Brasil e Unimed Seguros." Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-23012008-173121/.
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O presente estudo tem por objetivo analisar e discutir o uso da Internet no âmbito do Composto de Maketing, com ênfase nos seus aspectos de interdisciplinaridade. O trabalho está estruturado em cinco partes, iniciando-se com uma introdução destinada a contextualizar o objeto e o objetivo do estudo bem como a justificativa da escolha do tema de pesquisa. A segunda parte é dedicada a uma revisão do referencial teórico disponível, mediante uma análise conceitual crítica dos aspectos mais relevantes pertinentes ao tema. A terceira parte trata dos aspectos metodológicos da pesquisa de campo complementar à tese. A pesquisa de campo foi realizada na modalidade de pesquisa exploratória, contemplando um estudo de caso múltiplo. As empresas objeto de investigação foram o Banco do Brasil e a Unimed Seguros. A pesquisa foca especificamente as implicações da Internet no Composto de Marketing das duas organizações. A quarta parte destina-se à apresentação e análise dos resultados da pesquisa empírica. Na quinta parte são apresentadas as considerações finais. Conclui-se que a Internet pode influenciar várias atividades e funções desempenhadas pelas empresas, destacando-se o Marketing e, mais especificamente, o gerenciamento do Composto de Marketing.The study aims to discuss the use of Internet under the Marketing Mix point of view, emphasizing the aspects of their interdisciplinary elements. The study is divided into five parts, and it begins with an introduction dedicated to outline the object and the objective of the study as well as to justify the choice of the research subject. The second part is designed to present a theoretical revision of the literature through to a critical analysis of the main aspects of the theme. The third part is concerned about the methodological aspects of the empirical research that complements the thesis. This research is an exploratory
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Parracho, Cátia Filipa de Matos. "O comércio eletrónico e a internacionalização das PMEs." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6257.
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Mestrado em MarketingEm Portugal, as grandes empresas não perderam a oportunidade de estar presentes no mercado digital, acompanhando as tendências sociais que fazem com que haja cada vez mais consumidores online. Neste momento, torna-se imperativo que as PMEs optem por integrar o comércio eletrónico na sua estratégia de negócio, aproveitando os benefícios associados à internet. A internacionalização das PMEs é um tema crítico, visto a grande maioria não ter capacidade financeira para atuar em mercados externos de forma sustentada. Contudo, é na internacionalização das pequenas e médias empresas e no aumento das suas exportações que analistas e economistas encontram uma solução para o crescimento da economia nacional. O presente estudo tem como base as questões anteriormente apresentadas, sendo o objetivo estudar as perceções das PMEs portuguesas acerca do impacte do comércio eletrónico nas exportações e identificar, no marketing operacional, quais as adaptações cruciais para o comércio eletrónico contribuir para o crescimento das exportações destas empresas. Foi desenvolvida uma investigação empírica, de caracter exploratório, onde foram estudadas em profundidade nove PMEs portuguesas, selecionadas pelo método de juízo. Os resultados mostram que existem adaptações que são cruciais fazer no marketing-mix, nomeadamente: na notoriedade da marca, na flexibilidade do preço, no estabelecimento de parcerias e na construção de um relacionamento mais próximo com o cliente. Por fim, é também possível concluir que as PMEs portuguesas têm perceções positivas acerca do impacte do comércio eletrónico nas exportações.
In Portugal, the big enterprises don’t waste the opportunity of be present in digital market, following of social trends that take the number of e-consumers increase day after day. In this moment, became imperative that SMEs choose integrate the e-commerce in its business strategy, taking advantage of the benefits associated internet. The internationalization process of SME is a critical theme because the majority of these firms don’t have financial leverage enough to be present in external market, on a sustained way. However, is in SMEs’ internationalization and in increase of its exports that many analysts and economists find one way to developing the national economy. The present study has as starting point questions above, being the purpose analyze the insights of Portuguese SMEs about the impact of e-commerce in exports and identify what are the adjustments required in operational marketing in order that e-com contribute to increase of exports. It was developed one empirical investigation, with exploratory character, where were deeply studied nine SMEs, that compose the judgmental sampling. The results show that exist adjustments that are crucial make in marketing-mix, namely: in brand awareness, in price flexibility, in establish of partnerships and in the building a close relationship with the client. Lastly, is possible conclude as well that the Portuguese SMEs have positive insights about the impact of e-commerce in its exports.
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Krupka, Radim. "Analýza a návrh marketingové komunikace Košík.cz." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359707.
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This Masters thesis deals with the topic of marketing communication. The first part of this thesis is devoted to the theory of marketing, marketing tools, marketing and promotion mix, marketing communication, e-commerce and STDC framework. In the following part of thesis are used the tools and analysis described in the theoretical part and applied on online grocery store Košík.cz. At first there is the application of situation analysis, then application of analysis of marketing mix, current marketing communication analysis and application of SWOT analysis. All points recognized in previous analysis are reconsidered and confirmed through survey and used in proposal of marketing communication based on marketing framework STDC.
Books on the topic "E-commerce marketing mix"
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Sahlin, Doug, and Jan Zimmerman. Social media marketing all-in-one for dummies: [8 Books in 1 ; the social media mix, Cybersocial tools, Blogs, Podcasts, and vlogs, Twitter, Facebook, Linkedin, other social media marketing sites, measuring results, building on your success]. Hoboken, N.J: Wiley, 2010.
Find full textBook chapters on the topic "E-commerce marketing mix"
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Millman, Cindy. "E-Commerce Adoption by Micro Firms." In Transdisciplinary Marketing Concepts and Emergent Methods for Virtual Environments, 82–107. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-1861-9.ch006.
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This paper discusses the next stage of Internet usage by micro-businesses in the tourism sector, namely e-Commerce. Motivations for e-Commerce adoptions are examined and the perceived barriers are investigated. Moreover, experiences of the adopters are explored to identify the benefits gained and problems encountered. A qualitative approach is used and a pilot study conducted. In-depth face-to-face interviews with semi-structured questionnaires were conducted with twenty case studies, with a mix of e-Commerce adopters and non-adopters. The Critical Incident technique was used to encourage business owners to identify their experiences with this new business method. Preliminary results show that there are a number of ‘push’ and ‘pull’ factors that reinforce business owners’ decisions in adopting the e-Commerce method. The findings have implications for researchers and policymakers. The diversity of small firms has led to the need to tailor policy initiatives and training programmes. In addition, this study is replicable in other small business sectors that face the next step of development in Internet usage.
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Sari, Hasrini, Dedy Chandra Haludin, Tota Simatupang, and Budhi Prihartono. "Learning From Others." In Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN, 79–97. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-4984-1.ch005.
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This research is intended to identify successful organizational e-marketing strategies in order to assist small businesses in proactively formulating their marketing strategies. The use of a sequential explanatory research design is intended to accommodate the exploratory nature of the research and confirmatory for initial findings simultaneously. At the qualitative method, data is collected using semi-structured interviews to four owners of small fashion businesses at the success stage and already use e-marketing. The question outline has been prepared based on the marketing mix framework. The result of the qualitative data processing reveals 40 factors considered important in running a small business. A quantitative method to determine the level of importance of each factor is conducted using Analytical Hierarchy Process (AHP). The questionnaire is designed to collect the paired comparison data. Promotion strategy is placed at the highest priority, followed by product, place, and price.
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Sun, Zhaohao, Ping Zhang, and Dong Dong. "Customer Decision Making in Web Services." In Handbook of Research on E-Business Standards and Protocols, 210–32. IGI Global, 2012. http://dx.doi.org/10.4018/978-1-4666-0146-8.ch010.
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Web services play an important role in successful business integration and other application fields such as e-commerce and e-business. Customer decision making (CDM) is an indispensable factor for e-business and Web services. This chapter examines customer decision making in Web services. More specifically, it first looks at decision making in Web services, and proposes a novel P6 model for CDM in Web services, which consists of 6 Ps: privacy, perception, propensity, preference, personalization, and promised experience. This model integrates the existing 6 P elements of marketing mix as the environment of customer decision making in Web services. The new integrated P6 model deals with the inner world of the customer for decision making (DM) and incorporates what the customer sees and thinks during a DM process. The purpose of this novel P6 model is to assist customers in the decision process to acquire the most satisfactory Web service. This chapter also examines case-based decision making in Web services and provides a theoretical foundation for case-based decision making under the condition of one problem with multiple solutions in Web services. The proposed approach will facilitate research and development of e-business, Web services, decision support systems, intelligent systems, and soft computing.
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Sun, Zhaohao, Ping Zhang, and Dong Dong. "Customer Decision Making in Web Services." In Data Mining, 1253–75. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-2455-9.ch064.
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Web services play an important role in successful business integration and other application fields such as e-commerce and e-business. Customer decision making (CDM) is an indispensable factor for e-business and Web services. This chapter examines customer decision making in Web services. More specifically, it first looks at decision making in Web services, and proposes a novel P6 model for CDM in Web services, which consists of 6 Ps: privacy, perception, propensity, preference, personalization, and promised experience. This model integrates the existing 6 P elements of marketing mix as the environment of customer decision making in Web services. The new integrated P6 model deals with the inner world of the customer for decision making (DM) and incorporates what the customer sees and thinks during a DM process. The purpose of this novel P6 model is to assist customers in the decision process to acquire the most satisfactory Web service. This chapter also examines case-based decision making in Web services and provides a theoretical foundation for case-based decision making under the condition of one problem with multiple solutions in Web services. The proposed approach will facilitate research and development of e-business, Web services, decision support systems, intelligent systems, and soft computing.
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Vrazalic, Lejla, and Deborah Bunker. "Networks and Electronic Commerce Adoption in Small Businesses." In Encyclopedia of Information Science and Technology, First Edition, 2085–94. IGI Global, 2005. http://dx.doi.org/10.4018/978-1-59140-553-5.ch368.
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The adoption and diffusion of electronic commerce (e-commerce) in small businesses remains a critical area of investigation in information systems (IS) literature. A number of studies (Miles, Preece, & Baetz, 1999; Overby & Min, 2001) have suggested that in order to accommodate a technologically uncertain and globally focussed economy brought on by the advent of e-commerce, many small businesses are turning toward some form of alliance or network where the locus of the impact of change is interorganisational rather than organisational. Alliances or networks are formed entities that have a defined set of shared values, roles, responsibilities, and governance. Through involvement in such networks, small businesses not only find a ready source of technical and marketing expertise, but the very nature of the network “buffers” the impact of global market turbulence. This would suggest that belonging to a network is an important indicator of successful e-commerce adoption. However, a number of authors (Drakopoulou-Dodd, Jack, & Anderson, 2002; Dennis, 2000; McBer & Company as cited in Dennis, 2000) have found that many small businesses avoid network arrangements. Despite the widespread existence of networks, no research studies to date have formally compared networked and nonnetworked small businesses in relation to e-commerce adoption. This article presents the results of an exploratory study that aims to correct this oversight.
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Padua, Donatella. "The Lux Made in Case Study." In Crowdsourcing, 440–69. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8362-2.ch023.
Full textAbstract:
The LMI Made-in-Italy (MiI) Jewelry business model which brings together the innovative concept of luxury Digital District (DD) and an e-commerce innovative platform is presented. The DD represents the shift from a traditional jewelry Industrial District of networked Micro-Enterprises (MEs), namely artisans, tied to the physical dimension of a territory to a social and intangible digital environment in the virtual space which leverages a co-petitive crowdsourcing e-commerce platform. The innovative LMI platform enables young Italian artisans throughout Italy to feature an end-to-end global export business without intermediaries. Export wouldn't be viable to MEs by means of their small organizational structure, lack of digital culture and technologies. LMI copes with this issue, taking over MEs marketing, sales and logistics processes by earning a percentage on sales. An original complex approach to the analysis of the LMI value proposition issues is performed via methodologies integrating traditional methods with participated Design Thinking techniques.
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Westin, Stu. "Data Collection Methodologies for Web-Based Experiments." In Encyclopedia of Information Science and Technology, First Edition, 680–84. IGI Global, 2005. http://dx.doi.org/10.4018/978-1-59140-553-5.ch119.
Full textAbstract:
Experimental studies involving the use of the World Wide Web (WWW) are becoming increasingly common in disciplines such as management information systems (MIS), marketing, and e-commerce. The focus of these studies is varied and may involve issues of human factors and interface design (Otto et al., 2000; Koufaris, 2002; Liang & Lai, 2002; Palmer, 2002), issues of information processing and search strategies (Spence, 1999; Johnson et al., 2000; Xia & Sudharshan, 2000; Chiang et al., 2004), issues of vendor trustworthiness (Grazioli & Jarvenpaa, 2000; Jarvenpaa et al., 2000; Norberg, 2003), or a myriad of other topics. Regardless of the issue being studied, data collection for online Web research often proves to be a vexing problem, and ideal research designs are frequently sacrificed in the interest of finding a reasonable data capture mechanism. In this article, we discuss some of the methodological complexities that arise when conducting Web-based experiments. We then describe an innovative, software-based methodology that addresses these problems.
Conference papers on the topic "E-commerce marketing mix"
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Y. Lee, Choong. "A New Marketing Strategy For E-Commerce." In 2003 Informing Science + IT Education Conference. Informing Science Institute, 2003. http://dx.doi.org/10.28945/2622.
Full textAbstract:
The purpose of this article is to explore e-commerce issues, such as marketing and logistics problems, and create viable recommendations. The issues that e-commerce faces will be examined through the marketing mix. Exploring the ideas of product, place, price and promotion, and applying them to e-commerce problems is the main focal point of this article. It is believed that the four concepts of the marketing mix equally play a critical part in the success of e-commerce. Therefore, concentrating on these concepts will prove to be of the utmost importance as an e-commerce provider.
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Attafar, Ali, Olfat Ganji Bidmeshk, and Mehdi Rahimi. "Determining the effects of E-commerce on internet marketing mix of insurance companies." In 2013 7th International Conference on e-Commerce in Developing Countries: With Focus on e-Security. IEEE, 2013. http://dx.doi.org/10.1109/ecdc.2013.6556754.
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