Further reading
Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: a framework and case
analysis, Logistics Information Management, 14(1/2), 14–23. Includes an analysis of how the
4 Ps are impacted by the Internet.
Baker, W., Marn, M. and Zawada, C. (2000) Price smarter on the Net, Harvard Business
Review, February, 2–7. This gives a clear summary of the challenges and opportunities of
Internet pricing.
Ghosh, S. (1998) Making business sense of the Internet, Harvard Business Review, March–April,
127–35. This paper gives many examples of how US companies have adapted their prod-
ucts to the Internet and asks key questions that should govern the strategy adopted.
Harridge-March, S. (2004) Electronic marketing, the new kid on the block. Marketing
Intelligence and Planning, 22(3), 297–309. Like the Allen and Fjermestad (2001) paper, this
gives a review of the impact of the Internet on different aspects of the marketing mix.
Kumar, N. (1999) Internet distribution strategies: dilemmas for the incumbent, Financial
Times, Special Issue on Mastering Information Management, no. 7. Electronic Commerce
(www.ftmastering.com). This article assesses the impact of the Internet on manufacturers
and their distribution channels. The other articles in this special issue are also interesting.
Smith, P.R. and Chaffey, D. (2005) E-Marketing Excellence: at the Heart of EBusiness, 2nd edn.
Butterworth Heinemann, Oxford. Chapter 2 is devoted to applying the marketing mix to
Internet marketing.
Web links
Chris Andersonhas a blog site (www.thelongtail.com), the Long Tail, to support his book
on the topic published in 2006 by Hyperion, New York.
ClickZ(www.clickz.com). An excellent collection of articles on online marketing commu-
nications, US-focused. Relevant section for this chapter: Brand marketing.
Gladwell.com(www.gladwell.com). Author’s site with extracts from The Tipping Pointand
other books.
Marketing on the internet (MOTI)by Greg Rich and colleagues from OhioLink educa-
tional establishments (http://iws.ohiolink.edu/moti/). This site provides a succinct summary,
with examples, of how each of the 4 Ps of the Internet can be applied online.
Paul Marsden’s Viral Culture site(www.viralculture.com). Articles related to the tipping
point and connected marketing.
WEB LINKS
