Avinash Kaushik - world leader in web business optimisation
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C5-Marketing Mix
Up one levelChapter 5 - The Internet and the marketing mix assesses how the different elements of the marketing mix can be varied in the online environment as part of strategy formulation.
Please select a link below to see my articles and posts for C5-Marketing Mix. Alternatively, click on tags above to show articles related to C5-Marketing Mix.
Online Buyer Behaviour Research
An in-depth research programme into online consumer buyer behaviour. Original research in 2004, new research presented in 2007. Brand New World is worth checking as a study of how the Internet is changing buyer-behaviour and loyalty to particular to brand preference.
Website localization
A useful categorisation of levels of website localization taken from book on web localization.
Online pricing strategy approaches
A good recent papers on online pricing strategies should be reviewed by e-retailers for dynamic online pricing approaches.
Product promotions - cross selling in online merchandising
A useful short checklist of cross-selling techniques for online stores
Steering customers to the right channels
An article on multi-channel marketing from McKinsey Quarterly
Online Branding papers
Leslie de Chernatony and research students at the University of Birmingham publish a number of whitepapers on branding here including online branding.
The Power of Us
Good summary of the diverse applications of consumer collaboration on the web from product development, product distribution to product promotion.
Multi channel marketing research and cases
This is a useful compilation of articles and cases from E-consultancy on approaches to measuring how online marketing activities impacts offline sales. It also covers the reverse situation.
Branding Interbrand books
Interbrand has a good series of free introductory chapters on branding taken from an Economist series.
