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  DOI Prefix   10.20431


 

International Journal of Managerial Studies and Research
Volume 6, Issue 12, 2018, Page No: 19-25

The Relationship between E-Marketing Strategy and Competitive Advantage: A Conceptual Framework

Azahari Jamaludin1*, Mohd Hanafia Huridi2, Yasmin Jamaludin1

1Geomatika University College, Kuala Lumpur, Malaysia.
2Universiti Kuala Lumpur, Kuala Lumpur, Malaysia.


Citation : Azahari Jamaludin, Mohd Hanafia Huridi, Yasmin Jamaludin, The Relationship between E-Marketing Strategy and Competitive Advantage: A Conceptual FrameworkInternational Journal of Managerial Studies and Research 2018 , 6(12) : 19-25.

Abstract

Current research tries to offer some valuable insight into the relationship between E-marketing strategy and competitive advantage. This is done by exploring whether the acceptance of e-marketing strategy really impacts the competitive advantage of businesses. Grounded on the literature reviews, the researchers underlined and deliberated the imperative components contributing to the success of E-marketing. Here, the researchers depict the E-marketing mix using a (4Ps + 3Ps) + S3P2C2. Whereby the researchers preserve the original 4Ps (Product, Price, Place, and Promotion) plus additional 3Ps (Physical Environment, Process and People) and added Site Design, Security, Sales Promotion, Personalization, Privacy, Customer Service, and Community to define the E-marketing mix. The study recommended that any newly set-up and existing businesses should study and examine the e-marketing mix elements before making any commitment in any type business models.


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