Developing an Internet Marketing Mix Matrix

ISBN-13: 9783659661143 / Angielski / Miękka / 2014 / 276 str.

Yazdanifard Rashad

Opis

The lack of a practical Internet marketing tool which considers both product and customer dimensions and uses the Internet marketing mix as the main variable was the main problem and gap in the current literature which this book attempted to fill. Therefore, the purpose of this study was to identify the components of Internet marketing mix and the subcomponents related to them and to establish an Internet marketing mix matrix as a marketing tool. Another aim was to test customer maturity as the effective factor on the structure of the Internet marketing mix. Finally, an examined Internet marketing mix matrix was developed in this research.

O autorze

RASHAD YAZDANIFARD was born 22 May 1982, he earned his Doctor of Philosophy (Management) from Multimedia University, Malaysia, his Master of Industrial Management from Shahid Beheshti University, Iran, and his Bachelor Degree in Business Administration from Azerbaijan Accounting and Management higher education institute, Iran.