Search results for " Marketing mix"
showing 3 items of 3 documents
From Marketing Mix to e-Marketing Mix: a literature overview and classification
2009
The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the evolution of marketing theory: from the marketing concept, through relationship marketing, to digital economy, being object of discussion both in academic literature and managerial practice. If it is a fact that the 4Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created, in many fields, the need to review the "controllable factors" which form the marketing mix. The digital business represents the more recent of the business contexts and the one with the greater needs of differentiation of the mix. Throughout this evolutionary process, …
E-Marketing. Analisi dei cambiamenti dai modelli di business al mix operativo
2009
Se il XX secolo ha visto la radio e la televisione come principali strumenti della comunicazione, il XXI secolo sembra rivolgersi a Internet. Le tecnologie digitali consentono più alti livelli di interazione con l'utente grazie a nuove modalità di comunicazione. Le possibilità offerte dai nuovi media hanno determinato mutamenti nel contesto socio-economico che coinvolgono le strategie dell'impresa, istituto centrico dell'operare economico, inserito con vaste funzioni nel contesto sociale. La diffusione capillare di Internet e delle tecnologie digitali ha trasformato non solo le strategie di business ma anche il sistema di relazioni tra imprese e consumatori. Il marketing, nella sua funzione…
Integrative review of Islamic marketing
2021
Purpose The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research. Design/methodology/approach The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon. Findings The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes cons…