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...

Full description

Saved in:

Bibliographic Details
Main Author:	Yazdanifard, Rashad
Format:	Thesis
Published:	2012
Subjects:	HF5410-5417.5 Marketing Distribution of products
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-mmu-ep.5246
record_format	uketd_dc
spelling	my-mmu-ep.52462014-02-26T01:59:36Z Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity 2012-09 Yazdanifard, Rashad HF5410-5417.5 Marketing. Distribution of products 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. 2012-09 Thesis http://shdl.mmu.edu.my/5246/ http://vlib.mmu.edu.my/diglib/login/dlusr/login.php phd doctoral Multimedia University Faculty of Management
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5410-5417.5 Marketing Distribution of products
spellingShingle	HF5410-5417.5 Marketing Distribution of products Yazdanifard, Rashad Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
description	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.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Yazdanifard, Rashad
author_facet	Yazdanifard, Rashad
author_sort	Yazdanifard, Rashad
title	Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
title_short	Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
title_full	Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
title_fullStr	Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
title_full_unstemmed	Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity
title_sort	developing an internet marketing mix matrix using product life cycle (plc) and customer maturity
granting_institution	Multimedia University
granting_department	Faculty of Management
publishDate	2012
_version_	1747829569932492800

Developing an internet marketing mix matrix using Product Life Cycle (PLC) and customer maturity

Similar Items