The Non-typical 4Cs Extent from 4Ps: Form the Internet Marketing Side
نویسندگان
چکیده
This article is an attempt to discuss the extension of the traditional marketing 4Ps to non-typical 4Cs: content, commerce, customer care, and converting to leads, in E-commerce business model due to its diversification, multi-channel integration, and high-speed development. The 4Ps framework still works but some supplements are needed especially in cyberspace context. This article takes several cases as example to support the arguments. This is a selective, not a complete, review of researches concerning 4Ps application to e-commerce field.
منابع مشابه
The Marketing Mix Matrix
In 2005, Chekitan Dev and Don Schultz introduced the customer focused marketing mix (SIVA) in Marketing Management. SIVA was presented as an alternative approach to McCarthy’s classic business orientated marketing mix popularly known as the 4Ps. SIVA and 4Ps are presented here as a complementary mechanisms to shape marketing practice through considering the needs of the customer within the cons...
متن کاملRevising the Structural Framework for Marketing Management
Despite its pedagogical predominance during the last four decades, marketing scholars increasingly doubt the value of the 4Ps schema. As a prelude to a new precursory structural framework for marketing management, criticisms and previously proposed modifications of the 4Ps are reviewed briefly. Next, the basic premise of Hunt’s four explananda of marketing theory–that exchange is the core conce...
متن کاملMarketing in SMEs: a “4Ps” self-branding model
Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in smalland medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach – A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-man...
متن کاملThe paradigmatic pitfalls of customer-centric marketing
This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...
متن کاملInternet Marketing Strategies
The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2005