The Web-Marketing Mix (WMM) Model

Constantinides (2002) developed the Web-Marketing Mix model (4S) based on the weakness of the traditional marketing mix (4Ps) not being able to address marketing activities on the web. One obvious weakness is the fact that the model does not explicitly include any interactive elements while interactivity is the basis of the Internet Marketing.

According to Constantinides (2002) The Web-Marketing Mix (4s) identifies four online marketing strategic, operational, organisational and technical critical factors: the Scope (strategic issues), the Site (operational issues), the Synergy (integration into the physical processes) and the System (technical issues) as show in figure 2.4