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Marketing Mix for E-commerce
relationship in the triangular model of service marketing, including internal marketing and interactive marketing. The concept of 7P by B.H. Booms (1981) and M.J. Bitner (1981) was the system marketing concept (1981). The classic marketing-model 4P (product,
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ourarchive.otago.ac.nzmarketing; a view which is also shared by Scammell (1995). For Lees-Marshment (2001b) political marketing is the outcome of the marriage between marketing and politics and, empirically, “it represents the permeation of the political arena by marketing” (p. 693). In her view this combination provides
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