10 Ps of E-marketing

10 Ps of E-marketing, Northwestern Polytechnic University, NPU Technology Journal, December 2006.

E-business is dynamic, quickly changing, and therefore it is an exciting business environment. To operate successfully in such a changeable and fast-paced environment, it is essential to apply the conceptual frameworks that are advantageous within successful practices and examples. All marketers have a task of building a marketing program or plan to achieve the organization’s desired objective (Kotler, 2003).

The diffusion of the Internet has revolutionized the business landscape. Not only has the Internet reconfigured the way companies do business and the way consumers buy goods and services, it has been instrumental in transforming the value chain from manufacturers to retailers to consumers, creating a new retail distribution channel (Donthu & Garcia, 1999). The initial wave of research has investigated piecemeal components of e-marketing, notably banner advertisements and consumer information search processes (Ducoffe, 1996; Hoffman & Novak, 1996; Novak, Hoffman & Yung, 2000; Rowley, 2000). What is missing from this research platform are papers that address the organizationally broader, more strategic aspect of e-marketing.

Today, the marketing program consists of numerous decisions on the mix of marketing tools to use. The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. Successful e-marketing seeks to connect with customers, serve their needs, and accomplish the stated mission of the organization. A successful e-marketing process creates value through consumer satisfaction from brand building before the sale to post-sales service and support (Kotler et al, 2001).

The e-marketing strategy process has four primary segments: product, price placement, promotion and people (Kotler et al, 2001). This paper will extend these four P’s to ten P’s for the broader vision to their business and highlight all additional areas. In addition to outlining the ten Ps, this paper focuses on the potential limitation of the conventional 4 P's of marketing in applying to e-business/e-marketing environment.

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