28
views
0
recommends
+1 Recommend
1 collections
    0
    shares
      • Record: found
      • Abstract: found
      • Article: found
      Is Open Access

      NEW TIMES, NEW STRATEGIES: PROPOSAL FOR AN ADDITIONAL DIMENSION TO THE 4 P'S FOR E-COMMERCE DOT-COM

      research-article

      Read this article at

      Bookmark
          There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.

          Abstract

          Proper marketing management is fundamental to any business endeavor, including dot-coms. However, to date, as identified in a review of the International Journal of Electronic Commerce (IJEC) production and the last 10 years of EnANPAD (EnANPAD is the annual Brazilian Academy of Management conference). There are no works on the applicability of the 4P's to e-commerce, a gap in the literature that this study proposes to fill. It uses a qualitative approach methodology, investigating several empirical studies about digital commerce, and comparing it with the mainstream strategic marketing literature. Inferences were developed, pushing further the theory boundaries of this field. Both the classical works as those from Borden (1964) and Mccarthy (1960) and many other contemporaries are evaluated. The present research utilizes these works as a source of information and data. Using a process of comparison with the marketing mix model, it searches for a possible lack of fit between the related empirical environments and such a model. The results identify several key variables in each of the P's related to security in electronic commerce. This dimension seems to be the key in shaping the perception of customer value, thus supporting its inclusion as a fifth dimension along with the 4P's.

          Related collections

          Most cited references59

          • Record: found
          • Abstract: not found
          • Article: not found

          The Changing Role of Marketing in the Corporation

            Bookmark
            • Record: found
            • Abstract: not found
            • Article: not found

            The rediscovery of the marketing concept

              Bookmark
              • Record: found
              • Abstract: not found
              • Article: not found

              The personalised marketplace: beyond the 4Ps

                Bookmark

                Author and article information

                Contributors
                Role: ND
                Role: ND
                Journal
                jistm
                JISTEM - Journal of Information Systems and Technology Management
                JISTEM J.Inf.Syst. Technol. Manag.
                TECSI Laboratório de Tecnologia e Sistemas de Informação - FEA/USP (São Paulo )
                1807-1775
                April 2015
                : 12
                : 1
                : 107-124
                Affiliations
                [1 ] FAE Centro Universitário Brazil
                [2 ] Universidade Federal do Paraná Brazil
                Article
                S1807-17752015000100107
                10.4301/S1807-17752015000100006
                6aee51ad-6da6-4d21-8601-7a26b5536a40

                http://creativecommons.org/licenses/by/4.0/

                History
                Product

                SciELO Brazil

                Self URI (journal page): http://www.scielo.br/scielo.php?script=sci_serial&pid=1807-1775&lng=en
                Categories
                COMPUTER SCIENCE, INFORMATION SYSTEMS

                Information systems & theory
                electronic retail,marketing strategy,marketing mix,e-commerce,e-tailing,dot-com

                Comments

                Comment on this article