Developing an Internet Marketing Mix Matrix

The lack of a practical Internet marketing tool which considers both product and customer dimensions and uses the Internet marketing mix as the main variable was the main problem and gap in the current literature which this book attempted to fill. Therefore, the purpose of this study was to identify the components of Internet marketing mix and the subcomponents related to them and to establish an Internet marketing mix matrix as a marketing tool. Another aim was to test customer maturity as the effective factor on the structure of the Internet marketing mix. Finally, an examined Internet marketing mix matrix was developed in this research.