Online Marketing Mix for Small Business
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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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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