Title: A conceptual understanding of the impact of marketspace on the four P's of marketing

Authors: Nirmalya Bandyopadhyay

Addresses: International School of Business and Media, EN-22, Sector V Saltlake Electronic Complex, Kolkata 700091, India

Abstract: With the advent of e-commerce as a distinctive commerce medium, research related to the instrumentality of the World Wide Web in the creation of value has been intensified. Efforts have been made to conceptualise the issue with more precision. Researchers like Rayport and Sivokla (1996), Bickerton et al. (1998), Sethi and King (1994) and Evans and Smith (2004) contributed in augmenting the value chain model by integrating the virtual world of information as |marketspace| with the physical value chain as proposed by Michael Porter. This paper attempts to present a conceptual understanding of the impact of marketspace on marketing strategy formulation hovered around the four P|s of marketing to facilitate the firms in attaining competitive advantage.

Keywords: marketspace; virtual value chain; marketing mix; e-commerce; electronic commerce; value creation; product; place; price; promotion.

DOI: 10.1504/IJECRM.2010.031380

International Journal of Electronic Customer Relationship Management, 2010 Vol.4 No.1, pp.33 - 42

Published online: 02 Feb 2010 *

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