From physical marketing to web marketing

Conference object OPEN
Constantinides, Efthymios;
  • Publisher: IEEE
  • Subject: IR-42656 | METIS-202450

Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. ... View more
  • References (27)
    27 references, page 1 of 3

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    [18] Godin S.2001., The New P's of Marketing, sales and Marketing Management, Bill communications, N.Y. February 2001

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