Dissertation Literature Review- Internet Marketing
Marketing theories focuses on the enabling organizations achieve their marketing goals and objectives. One of the essential classical theories in the concept of marketing is the 4P marketing theory (Lee 2001, p. 90). This theory focuses on product, price, place, and promotion in the determination of marketing criteria and other relevant concepts of commodity exchange (Kuratko 2009, p. 414). According to the theory of 4P, achievement of quality and effective marketing mix, there must be elements of the right price, right place or distribution strategy, and the right product by the market (Krishnamurthy 2004, p. 271). This relates to the increase in the level of competition across the local and international markets.
Just like any other business and marketing technique, internet marketing and transactions are guided by relevant principles, theories, and practices. One of the essential internet marketing is the theory of speed (Myers 2009, p. 48). This theory focuses on the comparison of the speed of production and delivery of the products of an e-business in relation to the strategies of the key competitors within the market and industry (Fletcher et al, 2004, p. 126). The speed in production and delivery plays a critical role in the attraction of consumers thus the ability of the organization to develop competitive advantage in the operational market and industry. Another relevant theory of internet marketing is the theory of cost (Hill & Jones 2010, p. 59). For the internet marketing to thrive under the influence of stiff competition, it is essential for the entity or business enterprise to offer cost effective products and services thus able to compete effectively within the market (Montes De Oca 2012, p. 232). Another essential theory in the internet market is the theory of quality (Vilcox & Mohan 2007, p. 84). This theory focuses on the provision of quality and effective products through appropriate production and distribution strategies.
References
Blythe, J. 2005. Principles and practice of marketing. London, Thomson Learning.
Fletcher, R., Bell, J., & Mcnaughton, R. B. 2004. International e-business marketing. London [u.a.], Thomson.
Hill, C. W. L., & Jones, G. R. 2010. Strategic management theory: an integrated approach. Boston, MA, Houghton Mifflin.
Krishnamurthy, S. 2004. Contemporary research in e-marketing. Hershey, Pa, Idea Group Pub. http://www.lib.sfu.ca/cgi-bin/validate/books24x7.cgi?isbn=1591403723.
Kuratko, D. F. 2009. Entrepreneurship: theory, process, practice. Mason, Ohio, South-Western Cengage Learning.
Lee, O. 2001. Internet marketing research: theory and practice. Hershey, PA, Idea Group Publishing. http://libaccess.mcmaster.ca/login?url=http://www.infosci-online.com/content/tocVolumes.asp?ID=221.
Lussier, R. N. 2012. Management fundamentals: concepts, applications, skill development. Mason, Ohio, South-Western.
Montes De Oca, W. 2012. Content is cash: leveraging great content and the web for increased traffic, sales, leads, and buzz. Indianapolis, Ind, Que Pub.
Myers, M. D. 2009. Qualitative research in business and management. Los Angeles, SAGE.
Vilcox, M. W., & Mohan, T. O. 2007. Contemporary issues in business ethics. New York, Nova Science Publishers.
