دفاتر البحوث العلمية
Volume 8, Numéro 1, Pages 161-175

Understanding E-marketing Mix Models

Authors : Metali Leila .

Abstract

The development of Internet has drastically changed the marketing activities, mainly the traditional marketing mix referred to as 4Ps (Product, Price, Promotion and Place) which does not possess elements of interactivity that allow companies to build a relationship with customers. Thus, a series of specific and relational functions have been added to form the e-marketing mix models. The main purpose of this paper is to present the two models of e-marketing mix: 7Ps Model and 4Ps + 2P2C3S Model, as well as presenting the different tools and options provided in the online environment to facilitate transactions and enhance customer service.

Keywords

E-marketing Mix ; Personalization ; Privacy ; Site ; Customer Service