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Can you please clarify when to use both …
Iam bit confused about the use of 6i and Marketing mix
When to use 6i and when to use e-business to design marketing mix ??
what requirements should be to decide for above?
Thanks in advanceHave a look at Q3 June 2008 P3 exam and answer (on the ACCA Website). The marketing mix (4 or 7Ps) contains the same components whether e-marketing is being used or not. However, e-marketing can open new possibilities and cause new problems. For example, price is much more transparent on the internet and this can alter the Price P of the marketing mix.
The 6Is summarise the main types of changes that the internet can bring to marketing. For example, many sites ask you to log on and this then allows the company to send you personalised emails to promote offers and products likely to be relevant to you.
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