1Associate Professor & Head, Marketing Area, Karunya School of Management, Karunya University, Coimbatore, Tamil Nadu, India
2Assistant Professor in Commerce, Dr. Kalaigngar Arts and Science College, Lalgudi, Tamil Nadu, India
In this research, Internet Marketing Mix, an offshoot of traditional 4Ps of marketing mix, is proposed as a road map for determining and realizing the marketing strategies of business administration. With the aim of identifying and evaluating the product, one of the internet marketing mix elements, Fuzzy Cognitive Mapping Method is used. Fuzzy Cognitive Mapping Method helps analyse the views and events that are carried on a subject with quantitative methods. This method can also be used to measure immeasurable or subjective fields. Therefore, many disciplines make use of this method. The usefulness of Fuzzy Cognitive Mapping Method in marketing science is seen through this study. Thus, this study is expected to be a guide to the research about internet marketing. Internet product consists of two main groups according to the study: digital product and services. Their procuring and consuming can be made on internet.
Internet Product, Digital Products, eProduct, Internet Services, Fuzzy Cognitive Mapping - FCM
