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2.0 Marketing today

Chaffey et al (2002) highlight the fact that marketing differs today from the past. A steady change has taken place over the last decade due to the increasing use of various digital media for the communication of marketing messages. McDonald et al (1999) state that today there is an electronic marketing mix which is made up of the Six I’s:

  1. Interactivity
  2. Intelligence
  3. Individualisation
  4. Integration
  5. Industry restructuring
  6. Independence of location

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