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Journal of the Academy of Marketing Science
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The E-Marketing Mix: A Contribution of the E-Tailing Wars

Kirthi Kalyanam

Shelby McIntyre

Santa Clara University

In the context of the wars between the upstart Internet retailers and the existing bricks-and-mortar retailers, many e-marketing techniques were invented. This article develops a single unifying and theoretically based taxonomy for e-marketing techniques: the e-marketing mix. Drawing on the paradigms of exchange, relationships, and digital interactions in networks, 11 e-marketing functions are identified that form the elements of the e-marketing mix. Nine of the 11 e-marketing functions are considered basic, while 7 functions moderate the effects of others and are termed overlapping. The 11 e-marketing functions provide a categorization of the e-marketing techniques. Compared to the conventional marketing mix, the e-marketing mix has more overlapping elements and directly represents personalization, an aspect of segmentation, as a basic function. The existence of multiple elements that are basic and overlapping in the e-marketing mix indicates that integration across elements should be more commonplace compared to the traditional marketing mix.

Journal of the Academy of Marketing Science, Vol. 30, No. 4, 487-499 (2002)
DOI: 10.1177/009207002236924
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