Towards integrated e-marketing value creation process — S. Umit Kucuk, Journal of Direct, Data and Digital Marketing Practice Vol. 12 No. 4

This study proposes a new approach to ‘integrated e-marketing value creation’ processes on the internet in order to provide insights about how to develop successful marketing strategies in the digital world. The study first discusses the changes in traditional marketing (4Ps) with possible complementary e-marketing elements, and then introduces some new marketing value elements (4Cs). The study discusses each element of how these new marketing value creation elements work in the digital world, along with some managerial suggestions. Finally, the study provides a new discussion on how to utilize today’s e-value drivers in the light of the transforming of our understanding of marketing in the digital age. (19 pages)

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11 May 2011		£19.50
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