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Online Marketing Mix for Small Business

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This study identifies the activities that need to be considered by SMEs to market their products using online media based on the concept of the marketing mix. Marketing mix is a tool used by companies to convince the marketing object or the intended target market. The element of the marketing mix or marketing mix variables is also known as the 4 P which stands Product, Price, Place, and Promotion. In-depth interviews were conducted on 8 SMEs who have been running the business for 1–2 years and using online media as a marketing channel. The results of the study identified several activities that need to be considered by SMEs to market their products. These activities can be used as a basic guideline for SMEs to sell their product effectively through online media based on marketing mix.
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Keywords: Business Growth; Marketing Mix; Online Marketing; SME

Document Type: Research Article

Affiliations: Department of Industrial Engineering and Engineering Management, Institut Teknologi Bandung, Bandung, Indonesia

Publication date: November 1, 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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