Title: The comparison of structure differences between internet marketing and traditional marketing

Authors: Ching-Yaw Chen

Addresses: Department of Business Administration, Shu-Te University, 59 Hengshan Rd., Yanchao, Kaohsiung, Taiwan

Abstract: With the development of business society and the progress of information technology, the internet has become a unique business environment. Meanwhile, the marketing technique applied in electronic commerce, the business activity on the internet, has even become a marketing way that a lot of companies would like to explore. As such, this article studies traditional marketing and internet marketing of electronic commerce, respectively. The study result reveals that the significant difference between them comes from the combination of traditional marketing (4Ps: product, price, place and promotion) and that of internet marketing (8Ps: 4Ps plus precision, payment, personalisation and push and pull). Through literature coordination, we establish a framework for both traditional marketing and internet marketing and find that internet marketing is derived from traditional marketing. This article will focus on the relationship between them to accomplish a thorough study.

Keywords: electronic commerce; traditional marketing; internet marketing; marketing mix; 4Ps; 8Ps.

DOI: 10.1504/IJMED.2006.009088

International Journal of Management and Enterprise Development, 2006 Vol.3 No.4, pp.397 - 417

Published online: 23 Feb 2006 *

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