Constantinides, E: Virtual Marketing

The book emphasizes the fact that while deep-seated
and time-honored business laws are always valid,
survival and success in the virtual commercial
environment requires to take some distance from the
established, customary patterns of management
thought and behavior. Proactive managerial attitude
is essential considering the exceptional nature of
the technologies, actors and environmental
conditions defining online commerce.
The book explains the essentials of the online
marketing and challenges the traditional marketing
management approach based on the Marketing Mix 4P
framework as basis of E-Marketing. Proposes an
alternative approach based on the 4S Web Marketing
Mix concept combining Strategic, Operational,
Organizational and Technological elements as basis
for a successful online strategy. Addresses the
issue of online strategy identifying the strategic
approaches of successful online organizations.
Finally the book identifies the operational
principles of the online marketing namely the
elements of the customer online experiences and
presents empirical findings as to their importance