Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
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 research attempted to fill. Therefore, the purpose of this study was to iden...
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| Format: | Thesis |
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2012
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| Summary: | 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 research 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. The quantitative method was applied in this study. Two questionnaires were administered. Fifty-four subject matter experts responded to the first questionnaire and 313 marketing practitioners responded to the second questionnaire. The expert respondents were from Tehran University and Multimedia University while the marketing practitioners were from three companies in Iran and three companies from Malaysia. The study examined the objective using attitude measurement and the binomial test. The time span of this research is 2007 to 2012. |
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