Title :
A Study on Determining Marketing Strategies for E-Business
Author :
Yuan, Yutong ; Li, Yan ; Xiao, Yang ; Ge, Siying
Author_Institution :
Int. Coll. at Beijing, China Agric. Univ., Beijing, China
Abstract :
Marketing Mix (4Ps) is a traditional marketing theory which stresses the mixing of a variety of factors in marketing strategies. Today, with online purchasing gaining its popularity, some factors in 4Ps strategies should be changed to meet the demand of this new business style. This article, based on research results from China´s undergraduates, explores 4Ps strategies that company may adopt when sell their products online.
Keywords :
electronic commerce; marketing; 4Ps marketing strategy; e-business; marketing mix; marketing strategy; product-price-place-promotion; Companies; Electronic mail; Face; Internet; Interviews; Marketing and sales;
Conference_Titel :
Management and Service Science (MASS), 2011 International Conference on
Conference_Location :
Wuhan
Print_ISBN :
978-1-4244-6579-8
DOI :
10.1109/ICMSS.2011.5998969
