E‐commerce marketing strategies: an integrated framework and case analysis
Eric Allen
(Eric Allen is a Graduate Student in the School of Management, at New Jersey Institute of Technology, Newark, New Jersey, USA.)
Jerry Fjermestad
(Jerry Fjermestad is a Professor in the School of Management, Center for Multimedia Research, at New Jersey Institute of Technology, Newark, New Jersey, USA.)
18769
Abstract
Demonstrates the usefulness of the traditional marketing model in developing e‐commerce marketing strategies. Discusses four e‐commerce frameworks and integrates them with the traditional marketing model (product, price, promotion, and distribution) to develop a complete framework. Discusses how the e‐commerce strategies could be applied to a real company using the integrated model.
Keywords
Citation
Allen, E. and Fjermestad, J. (2001), "E‐commerce marketing strategies: an integrated framework and case analysis", Logistics Information Management, Vol. 14 No. 1/2, pp. 14-23. https://doi.org/10.1108/09576050110360106
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited