Internet Marketing

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

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 23 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