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E-Commerce Marketing Strategies: An Integrated Framework and Case Study Eric Allen Jerry Fjermestad New Jersey Institute of Technology
Introduction ,[object Object],[object Object],[object Object]
Framework Integration ,[object Object],[object Object],[object Object]
Rayport & Sviokla, 1994 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Klein & Quelch, 1996 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gosh, 1998 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Evans & Wurster, 1999 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 2 The Electronic Commerce Marketing Framework
The Traditional Marketing Model (the 4 P’s Kottler’ s model) ,[object Object],[object Object],[object Object],[object Object]
Product ,[object Object],[object Object]
Place ,[object Object],[object Object],[object Object],[object Object],[object Object]
Price ,[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object]
Customer Centered ,[object Object],[object Object]
The Shifting Importance of Marketing Mix Elements ,[object Object],[object Object]
Nabisco: A Case Study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
State of E-Marketing at Nabisco (2000) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Problem ,[object Object],[object Object],[object Object]
Challenges ,[object Object],[object Object],[object Object]
Growth of the On-line Grocery Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implications of the Integrated Framework
Product ,[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Place ,[object Object],[object Object],[object Object]
Place - Strategies to Avoid ,[object Object],[object Object],[object Object],[object Object]
Price ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Conclusion ,[object Object],E-commerce Frameworks Traditional 4 P’s Model + =

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E Commerce Marketing Strategies

  • 1. E-Commerce Marketing Strategies: An Integrated Framework and Case Study Eric Allen Jerry Fjermestad New Jersey Institute of Technology
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  • 8. Table 2 The Electronic Commerce Marketing Framework
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  • 21. Implications of the Integrated Framework
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