초록

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Abstract ▼ AI-Helper

Internet marketing is defined as the process of building and maintaining customer relationship through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both buyers and sellers. Internet marketing is an important research area due to its relative...

Internet marketing is defined as the process of building and maintaining customer relationship through online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of both buyers and sellers. Internet marketing is an important research area due to its relative novelty and explosive growth. However, despite its popularity and importance in the digital economy, little studies have been conducted in the field of service industry. A new internet marketing mix developed by applying Porter(l985)"s value chain and value activity concepts. The value-activity marketing mix is composed of primary activities and supporting activities. Primary activities include service concept development, promotion, pricing, service offering and A/S & CRM, and support activities include internet marketing infra-structure, external marketing network, virtual community and procurement. A new marketing activities mix is developed because of the limitations of the conventional marketing mix, 4Ps mix, which constitutes a production-oriented definition of marketing and not a market-oriented or customer-oriented one. Although McCarthy(l960) recognizes the interactive nature of the 4Ps, the 4Ps model itself does not explicitly include any interactive element.

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