THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT

Main Article Content

Olena Vynogradova
Nina Drokina


Keywords : Internet marketing (IM), integrated Internet marketing (IIM), marketing mix, 4P, synergy
Abstract

This research describes the main approaches of digital marketing models based on the marketing mix concept. It outlines the main components of various models, such as: “5W” Internet marketing complex of Mosley-Matchett; “8Р” e-marketing mix of researchers at the National Taiwan University (Chen); “6С” set of elements for an effective website by Chaffey, Mayer, Johnston, Ellis-Chadwick; “4S” web marketing complex of Constantinides; “4Ps+P2C2S3” digital marketing complex (e-marketing mix) created by Kalyanam and McIntyre; “3С+І” digital marketing mix of Pastore and Vernuccio; “SIVA” client-oriented information model of Dev and Schultz; “2P+2C+3S” digital marketing complex presented by Otlakan. The study presents a comparative analysis of the characteristics of these models, and the pros and cons for using each them as part of an integrated Internet marketing strategy. The study also creates a structure of Integrated Internet marketing tools based on the marketing mix concept which includes two blocks of components: key elements found in the traditional “4P” model and adapted to the Internet environment, and the elements “2Р2С2S2”: Personalization & Privacy, Personnel & People, Customer Service, Community, Synergy & Scope. The authors formulate a definition of Internet marketing and Integrated Internet marketing, based on the built structure of integrated Internet marketing of Kalyanam and McIntyre.

Article Details

How to Cite
Vynogradova, O., & Drokina , N. . (2020). THE STRUCTURE OF AN INTEGRATED INTERNET MARKETING COMPLEX, BASED ON THE MARKETING-MIX CONCEPT. Acta Scientiarum Polonorum. Oeconomia, 19(3), 117–126. https://doi.org/10.22630/ASPE.2020.19.3.34
References

Bitner, M., Booms, B., Tetrault, M.S. (1990). The Service Encounter: Diagnosing favourable and unfavourable incidents. Journal of Marketing, 54 (1), 71–84. (Crossref)

Bhatt, G., Emdad, A.F. (2001). An Analysis of the Virtual Chain in Electronic Commerce. Logistics Information Management, 14 (1/2), 78–85. (Crossref)

Burchakow, R. (2006). Kompleks marketinga v Internete. Prakticheskiy marketing, 12 (118), 6–12.

Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F. (2000). Internet Marketing, Strategy, Implementation and Practice. Pearson Education Limited, Edinburgh.

Constantinides, E. (2002). The 4S WebMarketing Mix model. Electronic Commerce Research and Applications, 1, 57–76. (Crossref)

Chen, C-Y. (2006). The comparison of structure differences between internet marketing and traditional marketing. International Journal of Management and Enterprise Development, 3 (4), 397–417. (Crossref)

Dev, C.S., Schultz, D.E. (2005). Simply SIVA. Marketing Management, 14 (2), 36–41.

Kalyanam, K., McIntyre, S. (2002). The E-marketing Mix: a Contribution of the E-Tailing Wars. Academy of Marketing Science Journal, 30 (4), 487–499. (Crossref)

Mosley-Matchett, J.D. (1997). Include the Internet in Marketing Mix. Marketing News, 31, 25, 10–25.

Otlacan, O. (2005). E-Marketing Strategy: 7 Dimensions to Consider.The E-Marketing Mix. Retrieved from: https://ezinearticles.com/?e-marketing-Strategy:-7-Dimensions-to-Consider-(the-e-Marketing-Mix)&id=21976 [accessed 12.03.2020].

Pastore, A., Vernuccio, M. (2004). Marketing, Innovazione e Tecnologie Digitali. Una lettura in ottica sistemica. Cedam, Padua.

Pogoreluy, M.Y (2016). Transformatsiya soderzhaniya kontseptsii marketing miks s uchYotom razvitiya informatsionnyih tehnologiy. Nauchnyiy rezultat. Ekonomicheskie issledovaniya, 2 (4), 38–45.

Romaniv, A.S. (2017). Suchasni modyfikatsii modeli marketynh-miks ta osoblyvosti yikh zastosuvannia u turyzmi. Visnyk Khmelnytskoho natsionalnoho universytetu. Ekonomichni nauky, 2 (2), 251–256.

Statistics

Downloads

Download data is not yet available.
Recommend Articles