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AUTHOR(S): Masri Bin Abdul Lasi
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ABSTRACT Over the last three decades, the global economy and the corporate world have seen tremendous changes in technology advancement, especially in information technology and business owner required to come out with creative idea. In this research, the researcher tries to offer valuable insight into the relationship between E-Marketing mix strategy and integrated marketing communication. This research done by exploring whether e-marketing has impact on integrated marketing communication. The researcher underlined and deliberated the imperative formula of E-marketing which represented by 2P+2C+3S (Personalization, Privacy, Customer Service, Community, Site, Security and Sales Promotion). These function from the framework of an e-marketing strategy concluded, information technology has revolutionized the mechanism by which the business communicates to both current and prospective customers, increases the return on investment and decreases the cost of reaching out to customers. |
KEYWORDS E-Marketing, Integrated Marketing Communication, Marketing Mix, Marketing Management, Business |
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Cite this paper Masri Bin Abdul Lasi. (2021) The Relationship between E- Marketing Mix Strategy and Integrated Marketing Communication: A Conceptual Framework. International Journal of Economics and Management Systems, 6, 167-184 |
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