Modification of the international marketing mix in the e-environment

Abstract

The marketing mix is the fundament of a business strategy in order to achieve the marketing one of manager's aims - acquire new customers and new markets. The international marketing mix, however, is more than a mix of several elements (product, price, place and promotion). It is a very specific 'mixture of ingredients' which has to be selected according to each business field. Therefore, to manage marketing components is a very complex and precise process. It requires all factors which influence the main elements of the marketing mix, to be analysed carefully. The results form an adequate and up-to-date marketing strategy. One major factor which influenced the international marketing mix is the emergence of e-business in the economic world. In order to measure the impact of e-business, the transformation of the marketing mix due to the new trends shall be analysed. The object of this paper is to analyse the international marketing mix and to study the transformation of international marketing mix caused by the impact of e-business. The outcome of this analyses examines how the e-business gave its impact to the international marketing mix and the consequences of the modification caused by the e-business.