استراتيجيات المزيج التسويقي الإلكتروني بين المحافظة و التغيير

الملخص EN

This study aims to shed light on the electronic marketing mix.

Many researchers have criticized the traditional marketing mix, considering that it is no longer responsive to the requirements and developments of the digital environment.

These researchers divided into two groups.

The first group considers that the traditional marketing mix is a basic concept that can not be dispensed with.

It can be modified by adding or removing certain characteristics and adapting them to adapt to the new environment.

The second group calls for the radical change of the traditional marketing mix and adding new elements to the four elements known as 4Ps.

With the requirements of modern information and communication technology, with the amendment of the old elements, and the study aims to show the strategies to be adopted in relation to each element of the electronic marketing mix in order to achieve the objectives of the institution.