Marketing in E-Business

Term Paper # 96122

Business > Management
Business > Marketing
Computer and Technology > Internet

An analysis of how marketing differs on a business-to-consumer (B2C) site compared to a business-to-business (B2B) site for an e-business.

992 words () | 3 sources | MLA | 2007 United States

Paper Summary:

This paper describes how the marketing mix for an organization operating as an e-business optimizes an organization's opportunity for success. It discusses how a proper marketing mix is essential to developing tactical plans for selling products and services. The paper then provides an explanation of how marketing differs on a business-to-consumer (B2C) site compared to a business-to-business (B2B) site.

Table of Contents:
Abstract
E-Business Marketing
Product
Place
Price
Promotion
Conclusion

From the Paper:

"The introduction of the Internet and electronic commerce (E-commerce) is fundamentally changing the way businesses engage in marketing strategies. "Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals" (Kotler and Keller, 2006, p.16). The key components of a solid marketing strategy include a comprehensive analysis of the marketing mix, which includes product, place, price and promotion. Including all elements of the marketing mix optimizes an organization's opportunity for success and is essential to developing tactical plans for selling products and services in a B2B or B2C setting. E-commerce and electronic marketing (E-marketing) is prevalent in business-to-business (B2B) and business to consumer (B2B) settings. This paper provides an explanation of how marketing differs on a B2C site compared to a B2B site."

Sample of Sources Used:

Kotler, P., Keller, K.L. (2006). Marketing management (12th ed). Prentice-Hall Publishers.
Perreault, W.D., McCarthy, E.J. (2005). Basic marketing: a global managerial approach (15th ed). The McGraw-Hill Companies.
Schneider, G.P. (2004). Electronic commerce: the Second wave (5th ed). Thomson Course Technology.