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Investigating Internet Marketing Strategies among Hotels in Ghana
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| bet | 29/66 | | Sana | 19.03.2017 | | Hajmi | 2,14 Mb. | | #258 |
| 2.3.5 The Internet Marketing Mix Model
In the research, Developing and Benchmarking Internet Marketing Strategies in the Hotel Sector in Greece, Sigala (2003) adopted the ICDT model and made the following analysis and modifications.
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The unique internet capabilities enable the development of an extended internet marketing mix that is composed of five dimensions: the traditional four Ps (product, price, place, promotion) in which each one corresponds to each virtual space and the customer relations (c) dimensions which account for the new knowledge based application enabled by internet tools.
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The dimensions are further characterised by different level of sophistication.
In conformity with Angehrn’s (1997) point of view of the ICDT (internet marketing mix model), the model identifies two main areas of internet-enabled marketing transformation: the type and the number of the internet marketing mix dimensions being transformed and the level of sophistication of the transformed dimensions that make use of the customization/aggregation capabilities of the internet. Depending on the exploitation of the interactivity and connectivity capabilities of the internet, the aspects of each dimension of the model are characterized as of low or high sophistications. However all aspects of the customer relations dimension were characterized as of a high sophistication since their provision require the use of advanced technological tools and features and huge financial implications (Sigala, 2003; Murphy et al., 2001)
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