Internet Marketing

Topics: Marketing, Internet marketing, Advertising Pages: 23 (7721 words) Published: January 28, 2013
Internet Marketing Vs Traditional Marketing

Content

I. II. III.

Abstract ...................................................................................................................... 3 Introduction ............................................................................................................... 3 Traditional Marketing .............................................................................................. 4 1. 2. Definition ...................................................................................................... 4 Marketing Mix: 4P’s ..................................................................................... 5     3. Product .............................................................................................. 5 Price .................................................................................................. 6 Place .................................................................................................. 7 Promotion.......................................................................................... 8

Case Study: McDonald’s .............................................................................. 9

IV. V.

Internet ..................................................................................................................... 12 Internet Marketing .................................................................................................. 13 1. 2. 3. 4. Definition ................................................................................................... 13 Marketing Mix: 4P’s ................................................................................... 14 Communication Mix ................................................................................... 14 Case Study: eBay ........................................................................................ 18

VI.

Discussion ................................................................................................................. 20 1. 2. Strengths and weaknesses ........................................................................... 20 Conclusion .................................................................................................. 21

VII.

References ................................................................................................................ 23

2

I.

Abstract

This research has been motivated by a previous internship in a marketing agency in Australia where I could learn every Internet Marketing techniques. Marketing is a journey or a process in which the marketer finds out customers’ needs and wants and tries to satisfy them. There are different tools and using them help marketer to achieve their goal. Each seller searches for the best way to touch their customers and to get the message crossed. Moreover the Internet Marketing is progressing all the time and marketers have to be aware of that, keeping in mind the evolution of this technology and be trained to be the best on the market. Keywords: Internet Marketing, Mix marketing, Communication, Traditional marketing II. Introduction

Marketing is an exciting, challenging activity that requires to be understood both practically and theoretically All organizations, large or small have to communicate with others to do business. The marketer E. Jerome McCarthy proposed a four Ps classification in 1960, which has since been used by marketers throughout the world. One part of this marketing mix is Promotion, in this research we will focus a bit on this part because marketing promotion provides a core activity so that all parties can understand the intentions of others and appreciate the value of the good and services offered. Indeed the aim of marketing is to satisfy the customer’s needs and marketers want to build long term relationships, through exchange processes. In the past twenty years the Internet has gone through...


References: Books and articles J.Baker Michael (2003) “The Marketing Book” pp 637 Barlow, A., & Birkhahn, T. (2005). Traditional Marketing: Not Ready For The Junk Heap Just Yet. Potomac: Access Intelligence LLC. Chaffey Dave (2003) “E-business & E-commerce” Management Second Edition pp315-350 Chaffey Dave, Fiona Ellis-Chadwick, Kevin Johnston, Richard Mayer (2006) “Internet Marketing” Strategy, Implementation and Practice pp7 &215-225 Fill, C. (2002). Marketing Communications, Contexts, Strategies and Applications. Third edition. Gurau Calin (2008) “Integrated online marketing communication: implementation and management”, Journal of Communication Management, Vol 12 Iss 2 pp169-184 Hanson Ward (2000) “Principles of Internet Marketing” Hooley, G., F. Piercy, N., & Nicoulaud, B. (2008). Marketing Strategy and Competitive Positioning. Fourth edition. Jobber, D. (2001). Principles and Practice of Marketing. Third Edition. Jonathan M. Lace (2004) “At the crossroads of marketing communications and the Internet: experiences of UK advertisers”, Internet Research, Vol. 14, No 3 pp236-244 Kotler, P. (2005). Marketing Management. Kotler Philip, John T.Bowen and James C.Makeas (2010) “Marketing of Hospitality and Tourim” pp484-510 Lancaster Geoff and Paul Reynolds (2005) “Management of Marketing” pp354-380 Mc Carthy, E.J (1960) Basic marketing: A managerial Approach. Homewood Mexican statement (1978) The place of public relation in management education, Public Relations Eductation Trust, June Nick Wingfield (2000)”EBay to Launch Promotions to Its Users” Wall Street Jounal Nick Wingfield and Don Clark (2001)“EBay, AOL Extend Deal on Marketing; Ads Will Run in TV, Print Properties, Too” Wall street journal
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Papatia, P. and Krishnamurthi, L. (1996) Measuring the dynamic effects of promotions on brand choice Journal of marketing research, 33, pp20-35 Peter R. J. Trim (2002), “Corporate intelligence and transformational marketing in the age of the internet”, Marketing Intelligence & Planning, 20/5, pp259-268 Rawlins, Claudia & Johnson, Pamela (2003) “Selling on ebay: persuasive communication advice based on analysis of auction item descriptions “The DreamCatchers Group, LLC Vignali Claudio (2000) McDonald 's: "think global, act local" - the marketing mix British food journal Smith, J. W. (2005). Marketing Management . United States: American Marketing Association. Websites http://www.nielson.com http://www.interstat.statjournal.net http://www.interstat.fr http://www.oxforddictionaries.com http://www.imanetwork.org http://www.quirk.biz http://www.businesscasestudies.co.uk http://www.mcdonalds.com http://www.wewanttraffic.com/ebusiness/emarketing/advantages.aspx http://www.majon.com/blog/internet-marketing/2010/11/internet-marketing-advantages-anddisadvantages/ http://www.ehow.com/info_8244759_strengths-weaknesses-internet-marketing.html http://ebay-edorney.blogspot.se/2009/04/ebays-marketing-communication-mix.html
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