The E-Marketing Mix

Abstract

This paper examines some of the changes which are occuring in marketing practice as a result of the rapid development of electronic commerce. The first half of the paper describes and explores the character of electronic marketing, highlighting those aspects which are in some sense novel or new. The second half of the paper draws out the implications of these developments for marketing practice in general. This is done, first, with respect to the traditional "marketing mix" and, second, with respect to the identification of sources of potential competitive advantage. An examination of contemporary online business reveals the emergence of a subtle new e-marketing mix The paper concludes with some observations about how managers might best respond.